Explori Blog

Listen as Explori’s CEO and the founder of Mash Media cut through the industry’s self-delusion and expose what event teams are really getting wrong about measurement Reimagining Success: The Evolution of Event Measurement The events industry has entered a new era in which success is no longer defined solely by attendance numbers or immediate post-event reactions. As Mark Brewster and Julian Agostini explored in their recent conversation, data now sits at the core of how event organisers understand impact, prove ROI, and strategically shape future experiences. This shift reflects a growing recognition that robust measurement, anchored in audience intelligence, is essential for long-term growth and competitive differentiation. Historically, organisers relied on basic metrics and anecdotal feedback, often missing the actionable insights buried within more nuanced attendee and exhibitor responses. Today, industry leaders are leveraging sophisticated feedback platforms and benchmarking methodologies to move beyond surface-level satisfaction, uncovering the true drivers of event value and engagement. This evolution enables event teams to make data-driven decisions that align with both commercial objectives and attendee needs. Harnessing SaaS for Real-Time Event Analytics One of the major themes highlighted in the interview is the game-changing impact of SaaS platforms on event analytics. Explori's next generation event measurement platform exemplifies this transformation, empowering organisers to launch surveys in minutes, access flexible dashboards, and harness real-time data to inform in-event strategy. The ability to integrate survey data with registration systems and other vendor platforms ensures that insights are both comprehensive and contextually relevant. Real-time analytics allow event teams to pivot quickly, and ensuring exhibitors and attendees receive maximum value. This immediacy not only improves the attendee experience but also provides organisers with the confidence to make strategic decisions, supported by actionable, live intelligence. Insights from Industry Visionaries: Mark Brewster and Julian Agostini Mark Brewster and Julian Agostini's dialogue revealed several key insights into the current and future state of event measurement. A central theme was the persistent misconception around surveys and audience feedback. Many still view surveys as a hygiene factor, necessary but not strategic. However, as Brewster noted, when executed with the right methodology and context, audience feedback becomes a powerful tool for identifying core satisfaction drivers, not just basic expectations. The discussion also touched on the commercial value of metrics like NPS (Net Promoter Score) as a predictive indicator of future event success. Brewster explained how NPS, when benchmarked against industry standards, provides organisers with a clear, actionable view of their event's market position. Agostini reinforced the need for organisers to adopt a proactive customer success mindset, particularly when it comes to supporting exhibitor performance and value realisation. Emerging Technologies Shaping Event Data Collection As technology continues to advance, the ways in which organisers can collect and analyse data at scale are rapidly expanding. The integration of AI-powered verbatim analysis, as showcased in Explori’s platform, allows for the categorisation and quantification of open-text feedback, a task that was previously impossible to manage at scale. This enables organisers to unlock sentiment analysis and qualitative insights, driving more informed decision-making and strategic improvements. Furthermore, benchmarking tools now allow for year-on-year and cross-event comparisons, helping organisers understand how their performance stacks up against both historical data and industry peers. The combination of real-time analytics and AI-driven qualitative analysis means that event teams can finally move beyond gut instinct, harnessing a complete feedback ecosystem tailored to their unique audiences. What the Future Holds: Predictions and Actionable Strategies for Event Organizers Looking ahead, Brewster and Agostini agree that the future of event measurement will be defined by deeper integration of data and audience intelligence into every stage of the event lifecycle. Organisers are encouraged to move beyond transactional survey collection and embrace continuous feedback loops, leveraging SaaS tools to create agile, responsive strategies that centre the attendee and exhibitor experience. The actionable takeaway for event professionals is clear: invest in platforms and methodologies that provide not just data, but context, benchmarking, and actionable insights. By doing so, organisers will be better equipped to drive commercial outcomes, foster loyalty, and demonstrate the strategic impact of their events. To explore these themes in greater depth and hear first-hand stories from the leaders shaping the industry, watch the full interview with Mark Brewster and Julian Agostini, an essential resource for any forward-thinking event professional.