Press events, conferences, product launches and other event experiences continue to transform. Online and virtual events have set a new standard for event-driven data by providing comprehensive insights on audience behavior that are difficult – or even impossible – to track in an in-person event.
As the traditional event format evolves, so too must the ways in which we establish objectives and measure outcomes. In this session you’ll learn to think differently about how to align success metrics to your events, from monetization to media coverage, whether you’re hosting or presenting at a virtual event.

Key takeaways include:
• How to define a ‘pre-during-post’ event strategy against clearly defined set of objectives
• How to measure impact metrics message pull-through, audience penetration, and brand lift
• Why it’s important to think like a marketer and dive deep into event data