Post-show reporting.
The report itself. KPI definitions that reconcile, verified attendance, year over year variance decomposition, event level ROI, and closing the pack while anyone still cares.
20 articles · Attendee analytics
- What belongs in a post show report and what gets cutpost show reportA post show report answers four questions in order: who came, who exhibited, what sold, what people said. What belongs in each section, and what gets cut.
- Standardizing show reports so five editions can be compared at allstandardizing show reportsStandardizing show reports takes a versioned section list, one fixed name per metric, and a changelog row carrying a restated figure when a definition moves.
- Writing the post event report executive summary a chief executive will actually readpost event report executive summaryA post event report executive summary is five numbers, each with a prior year figure and one graded cause, ranked by how unusual the move is for that metric.
- Post show reporting stakeholders and why one report cannot serve all of thempost show reporting stakeholdersPost show reporting stakeholders want different grains and deadlines. The answer is one warehouse, four published cuts and a shared definitions appendix.
- Event KPI definitions that stop the same number meaning two thingsevent kpi definitionsEvent KPI definitions need four slots: population, filters, time window and source system. Leave one out and two people read the same metric name two ways.
- The unique attendee definition decides whether your show grew or shrankunique attendee definitionYour unique attendee definition decides the growth number. Badge, email, resolved person and organisation give four counts, with a spread past 15 per cent.
- Settling an attendance metric disagreement between teams before the report shipsattendance metric disagreement between teamsAn attendance metric disagreement between teams is almost never arithmetic. Run a definition diff, reconcile the gap to the last person, then price it.
- Counting exhibiting companies when co exhibitors and pavilions blur the linecounting exhibiting companiesCounting exhibiting companies gives three legitimate answers: contracted accounts, exhibiting brands and directory listings. Publish one, disclose two.
- Running registration to attendance reconciliation as a numbered ledger every yearregistration to attendance reconciliationRun registration to attendance reconciliation as a numbered ledger: open with registrations, subtract and add named populations, close on the reported figure.
- Verified attendance reporting and the evidence trail behind every headline numberverified attendance reportingVerified attendance reporting needs one column: an evidence type on every counted row. Publish the mix of scanned, printed and manual beside the headline.
- Reconciling badge scan counts when three systems each claim a different totalreconciling badge scan countsReconciling badge scan counts across entry, session and lead retrieval systems by collapsing every feed to distinct badge and date, then naming the residual.
- Excluding staff badges from attendance and disclosing what you took outexcluding staff badges from attendanceExcluding staff badges from attendance without an argument: classify every badge type at registration, report by class, and publish the ladder underneath.
- Decomposing year over year attendance variance into causes you can act onyear over year attendance varianceYear over year attendance variance says nothing as one percentage. Split it into retained, lapsed and new attendees, then by channel and by geography.
- Building a show revenue bridge analysis that survives a finance reviewshow revenue bridge analysisA show revenue bridge analysis splits growth into volume, rate and mix on the space line, so finance can see how much of the increase was really price.
- Reading the new versus returning attendee mix in your post show numbersnew versus returning attendee mixThe new versus returning attendee mix hides behind a flat total. Cohort every badge against three prior editions and read retention by year of first visit.
- Isolating the calendar shift effect on attendance before you blame marketingcalendar shift effect on attendanceIsolating the calendar shift effect on attendance: compare editions by day position, size the closing-day move, and hand marketing only the residual.
- The event ROI calculation an organiser can defend line by lineevent roi calculationAn event ROI calculation an organiser can defend: contribution over direct show cost, with every allocated line reported separately and the boundary stated.
- Return on objectives for events when the goal was never a revenue numberreturn on objectives for eventsReturn on objectives for events scores an edition whose purpose was never revenue, using levels set in writing before doors open and a data source per level.
- Cost to attract an attendee and the three ways teams get it wrongcost to attract an attendeeCost to attract an attendee moves threefold depending on where you draw the numerator and denominator. Here is the honest version and the three usual errors.
- Measuring the ROI of a show feature area without double counting revenueroi of a show feature areaThe ROI of a show feature area collapses once you count only exhibitors new to the show. Here is the incremental version and the range around it.