Marketers Must Work Harder To Measure Virtual Event Success

Virtual events offer unique performance reporting opportunities due to the extensive data capture opportunities they present. This data allows B2B marketing leaders to demonstrate event value through a wide range of performance measures while also ensuring a more personalized attendee experience. To properly measure event value, leaders must agree on what they are going to measure and subsequently partner with internal stakeholders including marketing and sales operations to build effective processes and infrastructure. In this report, we describe the key considerations around virtual event measurement and share best practices for metric selection and data capture.