Trade Show Measurement is Simple. Really!

By Dax Callner, Chief Strategy Officer, GES Events

The events industry is always talking about measurement…and if we’re honest, we all kind of glaze over the data when analysts propose complicated methodologies and algorithms to evaluate event performance.

But don’t let the measurement wonks fool you. The secret truth to measurement is that it doesn’t have to be complicated, and in fact the simpler it is the more actionable it can become. At the end of the day, that’s why we measure – not just to know how we’re doing but to identify how we can improve and grow – right?

Let’s talk trade show measurement. This post is for show organizers who are hoping to demonstrate the value of the event to their stakeholders but who are always looking for ways to optimize results.

First, you need to answer a few questions to make sure your measurement approach meets…