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January 3, 2023

Event Analytics: Setting Goals & Tracking Results Throughout Your Event

Without clearly defined goals, it can be near impossible to effectively track your return-on-webinars.

As future-forward leaders and industry trailblazers, we are always looking for ways to improve the webinars we produce. Whether it is through better organisation, improved marketing, or finding new ways to engage our attendees, we are constantly striving to make our events better. One of the best ways to do this is to track our event analytics.

Event analytics is the process of collecting data about your event and then using that data to improve future events. This data can come from a variety of sources, including social media, surveys, and even direct feedback from attendees.

Most dedicated online event platforms will have analytics available on their paid tiers — however on Tevent, all features are available to all. Track attendee engagement and demographics directly through the app, or download everything in handy CSV files for future use.

By tracking this data, we can identify areas that need improvement and make changes that will lead to a better event experience for everyone involved. In a time when 73% of B2B marketers believe that webinars are a top source of leads and pipelines, taking the time to go in-depth with your webinar’s performance is crucial to reaching repeatable success.

Event analytics: using demographics to market your webinar

As webinars become increasingly popular, it's integral to understand who your target audience is and how to market to them effectively. One way to do this is to use analytics to track demographics such as age, gender, location, and interests.

This information can be used to create targeted marketing campaigns that are more likely to reach the people who are most interested in your product or service. Additionally, understanding your target audience can help you to tailor your webinar content to their needs and interests. This will help you to create more successful webinars that reach the people who are most interested in your product or service.

When you engage your audience, you’re more likely to convert your generated leads into prospects. Many marketers utilise webinars as part of their marketing strategy to generate leads and convert them into prospects. But, to do that, you’ll need a robust webinar platform with all the tools you need to drive the best results for your business.

Of course, you need the right tools in your event marketing arsenal to hit the bullseye on your target. We've explored the top tools for audience identification in our blog. In it, you'll also learn that at the very core of your strategy should be “a clear set of objectives that are not just actionable, but trackable with analytics."

Boost confidence and credibility in your webinars through A/B testing

Webinars are a powerful marketing and sales tool, but they only work if your audience is engaged. If you're unsure how to keep your audience engaged, consider A/B testing different elements of your webinars.

A/B testing is a method of experimentation where two or more product variants are tested against each other to see which performs better. This can be used to test anything from webinar titles to the layout of a landing page. By running an A/B test, you can collect data on which variant is more effective and make changes accordingly.

Here are a few things you can test with A/B testing:

  1. The length of your webinars;
  2. The format of your webinars (presentation, Q&A, panel discussion, etc.);
  3. The topics you cover in your webinars;
  4. The speakers you have on your webinars;
  5. The emails sent before and after a webinar.

Not only does this boost your confidence in the changes you make, but it also increases your credibility with your audience. They can see that you're not just making changes blindly, but that you're basing them on data and evidence. By testing different aspects of your webinars, you can ensure that you deliver the most impactful experience for your audience.

Identify the gaps in your webinar metrics to bring more clarity to the bigger picture

Webinar metrics can be divided into two main categories: engagement metrics and performance metrics. Engagement metrics tell you how engaged your audience is with your webinar. Performance metrics tell you how well your webinar is performing and the outcomes and developments that follow.

Some of the most important engagement metrics include:

Registration rate: This is the percentage of people who register for your webinar compared to the total number of people who were invited.

Attendance rate: This is the percentage of people who actually show up for your webinar compared to the total number of invited people.

Attendee satisfaction: This is a measure of how satisfied your attendees are with your webinar. You can measure attendee satisfaction by surveying your attendees after, or even during the webinar.

Some of the most critical performance metrics include:

Engagement rate: This is the percentage of people who were actively engaged with your webinar during the webinar. This includes people who were asking questions, participating in polls, and so on.

Information retention: This measures how much information your attendees retained from your webinar. You can measure information retention by surveying your attendees after the webinar.

Sales conversion rate: This is the percentage of people who purchased something from you after attending your webinar.

By focusing on both engagement metrics and performance metrics, you can continuously improve your webinars and ensure that they are delivering value to your audience.

As a business owner or marketing professional, hosting a webinar is a great way to reach out to your target audience and deliver content in an engaging and informative way. However, webinars can be tough to get right. There are a lot of moving parts, and if even one thing goes wrong, it can reflect poorly on your brand.

That's why having a solid events analytics strategy in place is so important. By tracking the right metrics, you can identify areas for improvement and ensure that your next webinar is even more successful than your last.

If you're looking for webinar software to improve your online events, we encourage you to check out Tevent. We offer a variety of online solutions that can help you make your digital events more successful — so, why not try it out today for free!

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