Explori Blog

Explori Launches Next Generation Event Measurement Platform

Jun 4, 2025

Explori’s Next Generation Platform is Here Smarter insights. Effortless measurement. Built for today’s event teams. Today’s event teams are under pressure to deliver strategic insight with limited time and resources. That’s why we’ve launched the Next Generation Explori platform — our most powerful, intuitive platform yet. Built in partnership with the industry Developed in collaboration with teams across the exhibition, corporate, and association fields, the new platform transforms how feedback is captured, analysed, and reported. It delivers a faster, more intuitive user experience while unlocking richer, more strategic insights. “This isn’t just a facelift, it’s a fundamental upgrade,” explains Mark Brewster, CEO of Explori. “We’ve listened closely to our customers and rebuilt the platform to make robust, comparable measurement and research not just possible, but effortless.” What’s new (and why it matters) The platform has been designed for ease of use, speed, and scale — helping event teams of all sizes prove the impact of their work with less effort. Launch surveys in minutes With smart templates and built-in best practices, teams can create high-quality surveys that meet business goals — without needing research expertise. Track performance in real time Our new flexible dashboarding suite lets you monitor key metrics live, whether for a single event or your entire global portfolio. Unlock meaning from open-text feedback Our AI-powered text analysis tool identifies themes and sentiment from open comments — using a code frame built specifically for events. Ready-to-share PowerPoint reports Need to update the exec team fast? Export expertly designed slides that bring your insights to life, helping you communicate value to drive decisions with clarity. Benchmark against the right standards Compare performance year-on-year, across departments, or against our industry-wide benchmarks to see how your events are truly performing. From insight to action — faster than ever Whether you're running a flagship trade show or a global series of conferences, Explori’s Next Generation platform helps you move from reporting what happened to understanding why it mattered — and how to improve next time. No more data silos. No more guesswork. Just faster, clearer insights you can trust. For an in-depth walk-through click the below video:

Unlock Exhibit Success: The 7 Data Pillars You Need to Track

Apr 17, 2025

Event Success - 7 Data Pillars to Success Are you tired of guessing whether your trade show was truly effective? Do you want a clear, data-backed understanding of what's working and what's not? Then you need a robust exhibit measurement strategy and a powerful & easy to use platform developed by Explori. It all starts with their best practice framework of the seven data pillars of our exhibit evaluation tool, Maxbi. Let's dive into the seven data pillars that Maxbi champions: Expo Characteristics: It all begins with context. Understanding the "who, what, when, and where" of the event is fundamental. Maxbi's wizard prompts you to record details like the expo's name, date, location, and the industry it serves. This contextual data is crucial for anchoring your results and enabling valuable year-on-year comparisons for specific events. Booth Details: Your physical presence matters. Maxbi encourages you to capture specifics about your booth, such as its size, whether it was a custom build, and the number of booth personnel on-site. Correlating these booth characteristics with your performance metrics can reveal powerful insights into the impact of your physical setup. Sentiment Data: Numbers don't tell the whole story. Maxbi recognizes the growing importance of sentiment-based KPIs by prompting feedback from your team about their thoughts and feelings regarding the booth and the overall trade show experience. This qualitative data adds a valuable layer of understanding to your quantitative metrics. Budget Allocation: Where did your money go? This seemingly obvious pillar is crucial for effective exhibit budget management. Maxbi encourages you to categorize your exhibit spending, allowing for insightful comparisons across your entire exhibit program and providing a clear view of where your investments are being directed. Strategic Execution: Planning and preparation are key. Maxbi delves into the strategic decisions made before and during the event. This includes how far in advance you booked your booth, your pre-show promotion efforts, and the team you selected to represent your organization. Analyzing the correlation between these strategic elements and your performance scores helps identify winning strategies. Objectives: Why were you there? This is a core pillar, and a key element of Maxbi's approach, driving its Return on Objectives (ROO) algorithm. Recognizing that lead generation isn't always the sole goal, Maxbi emphasizes defining and weighting all your objectives – be it brand perception, product launches, or customer engagement. Scoring the achievement of these objectives provides a strategically critical ROO score. Leads: The lifeblood of many businesses. Finally, Maxbi focuses on lead data, prompting you to record targets, actual numbers, and the qualification split (hot, warm, cold). This allows your dashboard to provide robust financial value insights into your leads and different lead types. While not the only measure of success, lead generation remains a vital objective for many exhibitors. By embracing these seven data pillars, as outlined by Maxbi, you can move beyond superficial evaluations and build a comprehensive exhibit measurement strategy. This framework empowers you to gain deeper insights into your performance, optimize your future, and ultimately, unlock true exhibit success. Stop guessing and start knowing – the power lies in the data.

Measurement tape

NPS Measurement - Marking 20 years of the Net Promoter Score

Mar 27, 2025

On a scale of 0-10, how likely are you to recommend this article to a friend or colleague? Don’t answer that question – not before you’ve had a chance to read the article, anyway. To most of you, the format of the question above will be familiar in some way, either because you’ve seen something like it in a feedback survey or because you’ve made use of the Net Promotor Score (NPS) metric in a professional context. This year, the venerable NPS turns 20. Created (and trademarked) by management consultancy guru Fred Reichheld in 2003, NPS is a simple metric used in industries of all kinds to evaluate the performance of products and services. At Explori, we use NPS to measure the performance of corporate events, such as trade shows or conferences. In essence, it is designed to measure how likely a given product or service is to be recommended by its users, on a scale of 0-10. Those giving a score of 9 or 10 are classified as Promoters, who are extremely likely to recommend the product in question, while those giving a score of 0-6 are Detractors. The in-betweens are known as Passives. NPS is calculated by subtracting the proportion of Detractors from the proportion of Promoters, to give a score that can fall anywhere between +100 and -100. Source: checkmarket.com The enduring popularity of the NPS metric likely lies in its simplicity and versatility; it is applicable to all kinds of things, from events to tech products, and the data is easy to obtain through customer surveys and straightforward for respondents to provide. Consider how often recommendation plays a role in the decision to try – or not try – something new: a friend’s enthusiastic review of a film they just saw; a sub-4-star Trip Advisor rating for a restaurant; a colleague telling you that a particular trade show is not to be missed. Recommendations are crucial for growth, and this is exactly what the NPS seeks to measure. It’s worth keeping an eye on the detail behind the consolidated NPS figure, however. A range of different outcomes can produce the same score; for example, an NPS of 20 for an event could comprise all three of the following scenarios: The example above illustrates why NPS should not be considered in isolation from other metrics. To truly understand an event’s performance, additional data points are required. At Explori, we collect data from post-event surveys to create four key metrics for our clients: NPS, overall satisfaction, event loyalty (i.e. likelihood of return), and event importance. Used in conjunction with NPS, these three additional metrics provide event professionals with a deeper understanding of how participants really feel about an event. Did attendees get everything they wanted out of the event, overall? Will the Passives return next year, even if they are unlikely to convert colleagues into attendees? Is it the industry event – or just one good option among many? These event metrics are indicators of not only how an event has performed on specific occasions, but how resilient the event is. Unlike metrics such as attendance and revenue, lagging indicators which tell us only about an event’s past performance, these four metrics are leading indicators, telling us something about how the event is likely to perform in the future, and alerting the organiser to potential red flags – or, in the best-case scenario, telling them to keep doing what they’re doing, because it’s working! All four metrics are combined by Explori into a single event measurement score, which provides a simple way for senior leadership to check in on the performance of their organisation’s events. For those more invested in the specifics, the four metrics that make up the event score are presented alongside plenty of other data points and feedback from event participants, helping event professionals to set the direction for future events and further growth. In a vacuum, however, the data from a specific event doesn’t tell you everything you need to know. You received an NPS of 30: is that good news? Well, it all depends on the context. You’ll want to know how the score compares: To previous iterations of the event To similar events organized by your company To similar events organized by other companies At Explori, we have surveyed participants at thousands of trade shows, amassing a wealth of event data. Crucially, each of these surveys collects the data required to create a score for each of the four metrics outlined earlier in the article, including NPS. This means we are able to supply our clients with the relevant context in the form of event, company, and industry benchmarks for their event data, enabling them to holistically evaluate the performance of their event in relation to the wider industry. For more information about event data strategies, watch our video here... By now, it should be clear that NPS is a crucial part of the picture – thank you, Fred Reichheld! – but it’s not the whole picture. So, as this article wraps up, we’d like to ask you: On a scale of 0-10, how likely are you to recommend this article to a friend or colleague? Additionally: How satisfied are you with this article? How likely are you to read another article on this blog? How important is this article to your business? Here’s to 20 more years of the NPS! Explori is powering the events industry with the right data and insights.

Event ROI - A Comprehensive Guide for Event Professionals

Feb 1, 2025

Event ROI or return on investment is a critical metric for measuring the success of any event. It provides valuable insights into the effectiveness of your event strategy and allows you to make data-driven decisions for future events. This video tells you more about event ROI and why its so essential to understand. In this comprehensive guide, we will delve into everything you need to know about event ROI and event measurement, including why it matters, which metrics are the most important, why you should leverage benchmarking, and how technology, such as Explori and Maxbi, can help boost your event measurement. With strategic goal setting and proper measurement, you can ensure that your next event delivers not just expenses, but tangible ROI. Jump to: Understanding the importance of calculating event ROI Crucial metrics to consider The role of technology in measuring event returns on investment The role of benchmarking in proving event success Strategic goal setting for optimal event returns Case Study: Real-life example of successful event measurement Key takeaways and action steps Understanding the Importance of Calculating Event ROI Calculating event ROI is more than just a fancy financial term; it is an essential practice for any event marketer looking to maximize the impact of their events. Understanding the importance of calculating event ROI allows you to gauge the success of your events, identify areas for improvement, and make data-driven decisions for future events. Valuable insights on event strategy One of the primary reasons why calculating event ROI is crucial is that it provides valuable insights into the effectiveness of your event strategy. By measuring the return on investment, you can determine whether your efforts and resources were well-spent and if they generated the desired outcomes. This information is vital for event marketers or exhibit organizers who want to optimize their event planning and execution processes. Demonstrate event value to stakeholders Event ROI measurement allows you to demonstrate the value of your events to stakeholders, sponsors, and even attendees. It provides tangible evidence of the benefits and impact your events have on various parties involved. This can be particularly important for securing future funding from senior management, attracting sponsors, and building credibility within your industry. Prove the business value of financial investment Calculating event ROI the right way helps you justify your event budget and spending decisions. By understanding the financial impact of your events, you can ensure that you allocate resources effectively and prioritize areas that deliver the most significant returns. Overall, understanding the importance of calculating event ROI and having the right strategy in place, empower you to make data-driven decisions, demonstrate the value of your events, and optimize your event strategy for future success. With event ROI measurement, you can elevate your events from mere expenses to valuable investments. Crucial Metrics to Consider for Measuring Event ROI Calculating event ROI requires careful consideration of the metrics that truly matter. While there are various metrics you can measure, some are more crucial than others in evaluating the success of your event and determining its overall ROI. One of the primary metrics to consider is attendee satisfaction. The level of satisfaction among your attendees directly correlates to the success of your event. You can gather feedback through surveys, post-event evaluations, or social media sentiment analysis. By assessing attendee satisfaction, you can gauge how well your event met their expectations and identify areas for improvement in future events. Another important metric is lead generation and conversion. If one of your event goals is to generate leads and convert them into customers or clients, tracking these metrics is essential. Monitor the number of leads generated at the event and how many of them ultimately convert into paying customers. This metric not only demonstrates the direct impact of your event on business growth but also allows you to evaluate the effectiveness of your lead generation strategies. In addition, consider the engagement level of your attendees. This metric measures how actively and deeply your audience interacts with your event content, speakers, and/or exhibitors, depending on your business model. Look at metrics such as session attendance, booth visits, social media mentions, and app usage. High engagement indicates that your event was compelling and valuable to attendees. Lastly, financial metrics are vital in assessing event ROI. Measure the overall revenue generated from the event, including ticket sales, sponsorship deals, and exhibitor fees. Compare this to the event expenses, such as venue costs, marketing expenses, and staffing fees. By analyzing the financials, you can determine if your event delivered a positive ROI. Remember, these are just a few crucial metrics to consider when measuring event ROI. It is essential to align your metrics with your specific event goals and objectives. By tracking and analyzing the right metrics, you can gain valuable insights into the success of your event and make informed decisions to optimize future events for higher ROI. The Role of Technology in Enhancing Event ROI Technology plays a crucial role in enhancing event ROI by providing event organizers with the tools and resources needed to streamline processes, gather data, and optimize event outcomes. With the right software solutions, event organizers can leverage technology to boost attendee engagement, improve event efficiency, and increase overall ROI. One way technology enhances event ROI is through the use of event management software. This software allows event planners to automate various aspects of event planning and execution, such as registration, ticketing, and communication. By automating these processes, event planners can save time and resources, allowing them to focus on more strategic aspects of event planning. The most important tool is one that can provide valuable insights and data analytics that can help optimize event outcomes. By tracking attendee behavior, engagement levels, and satisfaction, event organizers can identify areas for improvement and make data-driven decisions for future events. This data-driven approach enables event planners to allocate resources effectively and prioritize areas that deliver the most significant ROI. At Explori, we enable event organizers to gather vital insights to demonstrate the impact of their events against the wider company objectives. Our major goal is to empower exhibit leaders with advanced technology and real-time data to measure trade show value and build exhibit programs based on past success. Technology also plays a crucial role in enhancing attendee engagement. With the use of event apps, interactive displays, and virtual reality experiences, event organizers can create immersive and interactive environments that keep attendees engaged throughout the event. Increased engagement not only enhances the attendee experience but also increases the likelihood of achieving event goals and generating ROI. The Role of Benchmarking in Proving Event Success Benchmarking is a critical practice that allows marketers and event organizers to assess the success of their events in comparison to historical, organizational and industry standards. By benchmarking your event ROI, you can gain valuable insights into how your event performance measures up in terms of attendee experience, engagement, and overall success. It also allows you to identify areas for improvement, learn from best practices, and continuously optimize your event strategy. "Any metric in isolation only paints a small portion of the bigger picture that an organization needs to assess how well their events are performing. To understand whether you're on the path to growth and future success, you need to view event performance in context." - The Explori Guide to Benchmarking A major challenge in benchmarking events lies in acquiring accurate and representative data. Most events don't readily share data like customer satisfaction (CSAT) and Net Promoter Scores (NPS), making it difficult to create robust benchmarks. However, the solution lies in the hands of dedicated event industry suppliers who have access to extensive historical event data. And this is where Explori comes in, a supplier of choice to over 7,000 events and conferences around the world, amassing a wealth of data that forms the basis of performance analysis for benchmarking solutions! Benchmarking in event ROI provides valuable insights and helps you set realistic goals for future events. By benchmarking, you can ensure that your events are not only successful but also stand out in the industry. Strategic Goal Setting for Optimal Event Returns on Investment By clearly defining your event goals and objectives, you can create a roadmap that aligns your efforts towards maximizing returns. Setting strategic goals allows you to focus on what really matters and make informed decisions throughout the event planning and execution process. To begin with, identify your key event goals. These could include lead generation, brand awareness, attendee satisfaction, or revenue generation. It is important to prioritize and set measurable goals that are specific, achievable, relevant, and time-bound. This will provide a clear direction and ensure that your efforts are concentrated on the areas that will yield the greatest returns. Next, develop a plan of action that outlines the steps you will take to achieve your goals. This includes determining the target audience, creating engaging content and experiences, selecting the right technology tools, and allocating resources effectively. It is essential to be proactive and adaptable, as goals may evolve or change as the event progresses. Regularly monitor and measure your progress towards achieving your goals. This will allow you to identify any gaps or areas that require adjustment to optimize ROI. Utilize event planner software solutions or other measurement tools to track metrics such as attendee satisfaction, engagement levels, lead generation, and revenue generation. Lastly, evaluate the success of your event in achieving your goals and objectives. Analyze the data collected, assess the impact on attendees, sponsors, and stakeholders, and determine the overall ROI. This will provide valuable insights for future event planning and enable you to continuously improve and refine your strategies. By strategically setting goals, monitoring progress, and evaluating results, you can ensure that your events deliver maximum ROI and provide valuable experiences for all involved. Remember, event ROI is not just about the financial returns, but also about creating lasting connections, building brand reputation, and achieving long-term success. "Event ROI is not just about the financial returns, but also about creating lasting connections, building brand reputation, and achieving long-term success." Case Study: Real-life Example of Successful Event Measurement When it comes to measuring event success, it can be incredibly valuable to look at real-life examples of successful events. These case studies provide practical insights and demonstrate how ROI can be achieved in different event scenarios. Below is an example of how Clarion Events put customer experience at the heart of their event strategy with the right data. Tap the image below to access the report. Key Takeaways and Action Steps for Achieving High Event ROI As you navigate the world of event organization and strive to maximize the return on investment for your events, it's important to keep a few key takeaways in mind. By following these action steps, you can ensure that your events deliver high ROI and provide valuable experiences for all involved. Set clear and measurable goals: Before planning any event, clearly define your goals and objectives. Make sure they are specific, achievable, relevant, and time-bound. By setting clear goals, you can align your efforts and make informed decisions throughout the planning process. Track and measure the right metrics: Choose the metrics that align with your goals and track them consistently. Whether it's attendee satisfaction, lead generation, engagement, or financial metrics, make sure you have the tools and systems in place to measure these metrics accurately. Leverage technology: Utilize technology solutions to streamline processes, gather data, and enhance attendee engagement. By embracing technology, you can optimize event efficiency and increase overall ROI. Benchmark your performance: Compare your event ROI to industry benchmarks and your competitors' performance. This will help you identify areas for improvement and set realistic goals for future events. Learn from successful case studies: Look to real-life examples of successful events to gain insights and inspiration. Analyze what strategies and tactics they used to achieve high ROI and apply those lessons to your own events. By following these key takeaways and taking action steps to optimize your event strategy, you can elevate your events from mere expenses to valuable investments. With the right approach and measurement practices, you can ensure that your events deliver exceptional ROI and leave a lasting impact.

Unlocking Event Success: A Comprehensive Approach with Explori

Jan 14, 2025

Defining success goes far beyond just a single metric. Event organizers often rely on tools like Net Promoter Score (NPS) to measure attendee satisfaction, but is that really enough to gauge the true success of an event? Success should be approached through a combination of metrics, benchmarking and long-term data analysis; all of which offer deeper insights into event performance. The Need for Data-Driven Event Success While traditional performance indicators like NPS can offer valuable insights, they represent only a snapshot of the event experience. To fully understand what works and where improvements can be made, event professionals need to look beyond surface-level data. This means using a holistic approach that includes multiple performance metrics, including: Registration-to-attendance conversion rates Event dwell time Online platform engagement Re-booking rates Attendee demographics Explori emphasizes the importance of benchmarking to not only understand this data but also to compare it against industry standards and historical performance. This allows event planners to truly assess how well their event has performed and identify areas for improvement. Benchmarking: A Critical Tool for Event Success Benchmarking offers event organizers a way to track the success of their events over time and across different contexts. Rather than focusing solely on this year’s performance, benchmarking provides long-term insight. Explori explains that looking at trends—such as a consistent decline in NPS over several years—helps planners adjust their strategy proactively. Event-level benchmarking helps measure how individual events are performing in real-time, but it’s equally important to compare these results against broader company-level data. With company-level benchmarking, event managers can assess whether their events are meeting the organization's overarching goals. Are they outperforming or underperforming compared to other events within the company portfolio? This comparison can lead to valuable lessons and help in optimizing future event strategies. Internal vs. External Benchmarking While internal benchmarking (comparing across different events within the same organization) is important, external benchmarking—comparing your events against industry standards and competitors—provides critical context. Explori points out that using external industry and sector benchmarks allows event professionals to: Evaluate performance against competitors Set realistic performance targets Identify the factors behind performance gaps Industry benchmarks can provide a broader perspective, helping planners understand whether their events are meeting, exceeding, or falling behind the expectations of the market. However, obtaining reliable external benchmarks can be challenging without a dedicated survey platform or provider. Explori’s platform is designed to provide comprehensive industry benchmarks based on years of data gathered from diverse events across the globe. Data Visualization: Making Sense of Metrics Once the necessary data is gathered through benchmarking, it’s essential to make that information accessible and understandable for key stakeholders within the organization. Explori recommends utilizing visual dashboards to display these performance metrics clearly, enabling quick insights and better decision-making. By integrating this data into an easily digestible format, everyone involved can assess event performance at a glance, fostering a deeper understanding of what works and what needs improvement. Continuous Growth and Improvement Ultimately, event success is not a static achievement—it’s a dynamic process that requires ongoing learning and adaptation. Explori’s approach stresses that success in the event world should be seen as a continuous journey, fuelled by data and actionable insights. By embracing data-driven decisions and using benchmarking as a compass for improvement, event professionals can drive consistent growth, refine their strategies, and deliver more impactful events. Conclusion To summarize, event success is a multifaceted goal that requires a blend of metrics, benchmarks, and continuous evaluation. With tools like Explori’s survey platform and benchmarking capabilities, event organizers can unlock deeper insights into their event performance, making adjustments that lead to improved results in the future. Success is not just about a number on a scorecard—it’s about using data to shape better events and more meaningful experiences for attendees. For more information and to explore the power of benchmarking, visit Explori’s detailed insights on What Does Success Mean For Your Event.

Understanding Explori’s four-tier service system: Which level is right for your event?

Dec 2, 2024

In the dynamic world of events, it’s crucial to have a measurement and insights expert that understands the varying strategic importance of each event. At Explori, we recognize that not all events are created equal. That’s why we’ve developed a four-tiered service level system, specifically designed to align with the diverse needs of your event portfolio. Why use Explori’s tiered service system? Explori’s tiered service system provides a structured way to determine the appropriate level of service for each event. By tailoring our offerings to fit the strategic importance of your events, we help you optimize outcomes, maximize ROI and make data-driven decisions that align with your overall business goals. Understanding these tiers is essential for ensuring all your events receive the best practice level of service therefore enabling effective and impactful results. Let’s walk through our four-tier system, starting from Tier 1 and moving up to Tier 4. Tier 1: Flagship Exhibits and Headline Events At the top of our tiered system is Tier 1, reserved for your flagship events—those that define your company’s presence in the industry. These are your headline proprietary events or major exhibits that feature prominently in your company’s event calendar. With investments often venturing into seven figures, these events come with high levels of publicity and significant C-Suite interest. The stakes are high, and the risk to reputation is considerable if these events do not meet expectations. Tier 1 events require the most comprehensive service level. Explori provides persona-led insights, ensuring the event or exhibit meets the needs of all key audience segments. This tier includes tailored surveys, e-surveys and onsite interviews, along with in-depth benchmarking to provide a holistic view of performance. Bespoke research is conducted to shape the future strategic direction of these events, with findings presented in person to engage stakeholders at all levels. This tier ensures that your flagship events not only meet but exceed expectations, driving long-term success. Tier 2: High-profile and key internal events Tier 2 is suited for high-profile events that play a significant role in your company’s external or internal communications strategy. These could be proprietary market-facing events, important internal events such as annual general meetings (AGMs), or high-profile exhibits. Events in this category often require a higher investment, frequently reaching six figures, and typically attract attention from the C-Suite due to their strategic importance. For these events, Explori recommends a pro insight upgrade. This service level offers insights, alongside tailored surveys that ensure specific event objectives are met. Benchmarking against company and industry standards, as well as year-on-year comparisons, provides a comprehensive view of performance. Research findings are presented virtually or in person to key stakeholders, ensuring thorough understanding and engagement. Tier 3: Standard exhibits and larger internal events Moving down the ladder, Tier 3 is designed for events that are more strategically significant than Tier 4 events. These might include standard or routine exhibits, annual kick-offs, or larger internal events such as employee celebrations. These events usually involve a moderate investment, typically in the five-figure range and are important at the management level. For Tier 3 events, we recommend using a self-service license to access detailed business intelligence tools. However, if a deeper analysis is needed—perhaps for a distressed event or a new event type—you can upgrade to a pro insight service delivery. This flexibility ensures that even routine events can be analyzed thoroughly when necessary, providing insights that can inform future planning and optimization. Tier 4: Routine internal meetings and free webinars Tier 4 is our lightest touch service level, perfect for events that are routine in nature, such as internal meetings or free webinars. For these events, Explori recommends a self-service license, allowing you to access and analyze your results via our intuitive dashboards. The strategic quadrant analysis and in-platform reports provide you with valuable insights without overwhelming resources or budget. This tier is ideal for events with minimal strategic impact but where understanding attendee feedback is still valuable. Ready to find out more? Watch our video explanation for a detailed walkthrough of each tier and how it can benefit your events. If you’re unsure which service level is right for your event or want more information, feel free to use the form below to contact our sales team. We’re here to help you make the most of your event measurement and insights

From SaaS to Events: What Can Event Professionals Learn About Data-Driven Strategy?

Oct 24, 2024

It’s nearly 2025, and yet millions of $ continues to be spent on event programs without optimal guidance from data-driven strategies. When measurement of other marketing channels, particularly digital, is getting increasingly sophisticated and trusted, now is the time for our industry to step up to the mark. In 2018, after years in the events industry, I made a significant shift by stepping into the world of scaling SaaS startups, particularly in the video and conversational AI spaces. This experience transformed my understanding of strategic decision-making, especially when it comes to data. Now, having come full circle, I’ve returned to the events world with a fresh perspective and a new lease of life, blending my passion for events and technology in my role at Explori. So, what does this fresh perspective look like? Working in SaaS opened my eyes to the power of data-driven decision-making— something that event professionals can increasingly benefit from today. To not only improve the attendee experience, but also prove the value of events to the C-suite, event professionals must take a more strategic approach to decision-making, informed by data. There are three core lessons that I’m bringing back with me: Lesson 1: Data Over Gut Feel One of the biggest shifts I experienced when moving from events to SaaS was how much we rely on gut instinct, intuition, anecdotal evidence and past experiences to drive strategy. While creativity and intuition are valuable, they should be informed by data to make more impactful decisions. Every product feature is scrutinized by metrics; how many users interact with it, how often, and what outcomes it drives. Even the smallest change in a product feature can yield dramatic shifts in engagement and success. Marketing strategies are meticulously tracked, with A/B tests, user behaviour analysis, and conversion rates providing clear indications of what works and what doesn’t. This culture of data-driven iteration has taught me the value of harnessing the right metrics to drive decision-making. It becomes second nature to make decisions based on user data rather than intuition. This rigorous approach to building and scaling a tech product made me wonder: Why don’t we apply the same data-driven rigour to the events industry? Lesson 2: Personalization Through Data In SaaS, personalization is key—whether it's tailoring a chatbot’s response based on user behavior or crafting personalised onboarding experiences, tech companies use data to customize the user journey. Event professionals can apply the same approach. Using attendee data to create personalized experiences not only increases satisfaction but also maximizes engagement. By analyzing data such as past attendance, interests, and session participation, event professionals can recommend tailored agendas or suggest relevant networking opportunities. Personalization isn't just about making the event feel special—it's about increasing its impact. When attendees feel the event is designed with them in mind, they are more likely to return and recommend it to others which suggests positive brand perception and increased loyalty which will justify continued or increased investment in the event. For event organizers, this data is crucial in proving ROI, optimizing future events, and securing future budgets. Lesson 3: Proving Value and Defending Budgets with Data Perhaps one of the most critical lessons from the SaaS world is the importance of proving value through data—a mindset that event professionals need to embrace, especially when justifying budgets to the C-suite. In SaaS, you measure success through hard data—customer acquisition costs, retention rates, and lifetime value, among other metrics. This data isn't just for internal use within your team; it's shared with senior stakeholders to demonstrate the product's success and justify ongoing investment. Event professionals need to take the same approach. For many organizations, events are a significant investment, but it can be difficult to show direct ROI. Reactive metrics like attendee numbers and leads generated provide some insight but aren't enough to demonstrate the true business impact. That’s where strategic event measurement comes in. To truly defend the budget spent on events, deeper data analysis is required. Key areas to focus on include: Benchmarks: Event performance can’t be communicated without context. If you can compare one event to the performance of others in your company, and even the industry you operate in, you can begin to pinpoint what success looks like for your team in a meaningful, data-driven way. Behavioural analysis: It’s crucial to track how your events influence attendee sentiment, brand affinity, and purchase intent. Attendee satisfaction and loyalty: Monitoring your events’ year-over-year increases in NPS (Net Promoter Score) and repeat attendance will help to truly measure long-term impact. This level of precision shifts the conversation from simply justifying costs to demonstrating your event program’s essential role in driving business objectives, making it easier to secure future budgets. Coming Full Circle: Combining Events and Technology at Explori After my journey through SaaS, my return to the events industry through Explori has allowed me to blend my passion for events with the power of data-driven technology. As we approach 2025, it’s clear that data-driven decision-making is no longer optional for event professionals. With marketing channels like digital growing more sophisticated and trusted, the events industry must rise to meet this standard. My journey from the events world to SaaS, and now back to events, has shown me that applying the same data-driven rigor used in tech can lead to smarter decisions, stronger event impact, and ultimately, the ability to prove the true value of event programs to senior leadership. By embracing these principles, we can move beyond instinct and creativity alone, ensuring our events not only inspire but also deliver measurable business outcomes that the C-suite can confidently support.

IMEX Vegas 2024

Sep 26, 2024

Explori's Latest Benchmarks: Doubling insights for the exhibition industry

Jul 17, 2024

At Explori, we are constantly striving to provide the most accurate and relevant insights to our users. This month, we are thrilled to announce an evolution to our benchmarking feature that reflects the evolving landscape of the exhibition industry, as we have introduced a 36-month rolling benchmark to accompany our long-term benchmark, offering an even more comprehensive view of industry performance. 1. The Need for Evolution Historically, Explori has provided a single set of long-term benchmarks, including metrics such as NPS, Value for Time, and Customer Satisfaction. This has positioned us as the home of event insights, and these benchmarks have been essential in helping industry professionals track performance and make informed decisions. However, since the end of the Covid-19 pandemic, we have observed that KPI scores for both visitors and exhibitors have not only rebounded but have consistently remained above pre-pandemic levels. 2. Introducing the Rolling Benchmark To capture these changes even more accurately, we are now offering a 36-month rolling benchmark, that will run alongside our long-term benchmark, providing users with two distinct yet complementary sets of data. The 36-month benchmark is designed to reflect the most recent industry trends, ensuring that our users have access to the most up-to-date insights. 3. What This Means for the Industry For those who rely on our long-term benchmarks, you will continue to see the stable figures you have come to trust. The addition of the 36-month benchmark, however, offers a more dynamic and current perspective. This new feature is particularly valuable for understanding the rapid changes and trends that have emerged in the post-pandemic period. Our commitment to providing credible, transparent, and flexible benchmarks remains unchanged. We believe that these enhancements will provide even greater value to our users, helping them to navigate the complexities of the exhibition industry with confidence. 4. What Next? We invite you to explore the new 36-month rolling benchmark and see how it can benefit your organization. At Explori, we are here to help you get the most out of these new insights and continue to support your success in the exhibition industry. Stay tuned for more updates and innovations from Explori as we continue to evolve with the industry. For more details, please contact Chloe Richardson at c.richardson@explori.com.

How To Find Your Next Speaking Opportunity In 8 Easy Steps

Dec 20, 2023

As event professionals, we often find ourselves caught up in the hustle of attending and exhibiting at numerous events, leaving little room to seek out speaking opportunities. However, many of us are passionate and knowledgeable speakers who are just waiting for that next big chance to share our message with the world. Moreover, it can be quite challenging to come across speaking opportunities that align perfectly with our expertise and target audience. That's why we've put together a list of five simple steps that will not only help you secure your next speaking engagement but also allow you to showcase your skills as a dynamic and impactful speaker. So, let's dive right in and discover how you can find your next speaking opportunity in no time! 1. Attend Industry Events and Conferences Attending industry events and conferences is a tried and true method for finding speaking opportunities. These events are filled with professionals who are eager to learn from experts in their field. By attending these events, you not only have the chance to network with potential event organizers, but you also get a sense of the industry landscape and the types of topics that are currently in demand. To make the most of your time at industry events and conferences, be sure to come prepared. Bring your business cards, a concise elevator pitch, and any marketing materials or samples of your work that showcase your expertise as a speaker. Engage in conversations with fellow attendees, ask questions during sessions, and actively participate in networking events. By doing so, you not only increase your visibility, but you also have the opportunity to establish yourself as a thought leader and make connections that may lead to future speaking engagements. See a list of global events in 2024 2. Check out industry calendars for best match One valuable resource that should not be overlooked when searching for speaking opportunities are industry calendars. These calendars are curated lists of events, conferences, and seminars happening within your industry. By checking out industry calendars, you can easily find events that are the best match for your speaking goals. Industry calendars provide a comprehensive overview of upcoming events, including the dates, locations, and themes of each event. This allows you to quickly identify which events align with your expertise and the topics you are passionate about. Additionally, industry calendars often provide website information for event organizers, making it easy for you to reach out and express your interest in speaking at their event. By utilizing industry calendars, you save time and effort in finding speaking opportunities that are tailored to your needs. Instead of searching through numerous websites and event listings, industry calendars provide a centralized hub where you can find all the information you need in one place. This allows you to streamline your search process and focus on connecting with the right event organizers. Explore 2024 MICE Events Calendar 3. Utilize Your Network Utilizing your network is a powerful way to find speaking opportunities that may not be publicly advertised. Start by reaching out to your friends, family, and colleagues and let them know that you are actively seeking speaking opportunities. They may be able to provide you with leads or introductions to event organizers or industry contacts who can help you land your next speaking engagement. Don't be afraid to ask for recommendations or referrals; you never know who in your network may have connections in the event industry. When reaching out to the contacts, be professional and concise in your communication. Keep your email or message focused, highlighting your relevant experience, speaking engagements, and any notable achievements. Show genuine interest in their event and express how you believe your expertise can add value to their audience. Consider attaching a speaker resume or portfolio to your outreach message, showcasing your speaking experience and testimonials from past events. This will help event organizers get a better understanding of your skills and the impact you can make as a speaker. Follow up on your initial outreach if you don't receive a response within a reasonable time frame. Sometimes, event organizers may have missed or overlooked your message. By following up, you show your persistence and genuine interest in speaking at their event. 4. Use Google Search and Social Media to Your Advantage When it comes to Google search, use specific keywords related to your expertise and target audience to find relevant events and conferences. For example, if you are a marketing speaker, search for terms like "marketing conferences" or "industry events in marketing." This will provide you with a list of events and conferences that you can explore. Similarly, social media platforms such as LinkedIn, Twitter, and Facebook can be valuable resources for finding speaking opportunities. Join industry-specific groups and communities, follow event organizers, and engage with other speakers in your field. Additionally, use social media to search for hashtags related to your expertise and target audience. This will help you discover relevant conversations and events happening within your industry. Make sure to follow and engage with industry influencers and thought leaders as well. They often share information about upcoming events and may even be looking for speakers themselves. 5. Join Professional Associations Professional associations bring together like-minded professionals in a specific field or industry. By joining these associations, you gain access to a wealth of resources and networking opportunities that can help you connect with event organizers and discover new speaking engagements. These associations often host their own events, conferences, and seminars, which provide a platform for members to share their expertise and showcase their speaking skills. These events attract industry professionals and decision-makers, creating valuable opportunities for you to establish yourself as a thought leader and make connections that can lead to future speaking engagements. Additionally, professional associations typically have online directories or member profiles that highlight the expertise and qualifications of their members. By including your speaking experience and topics of expertise in your profile, you increase your visibility and make it easier for event organizers to find you when they are looking for speakers. Beyond speaking, you can attend educational workshops and webinars, gain access to industry research and publications, and participate in mentoring programs. These resources can help you enhance your speaking skills, stay updated on industry trends, and strengthen your expertise, making you an even more sought-after speaker. 6. Start Local Your local community can provide a wealth of speaking engagements that are often overlooked by other speakers. By speaking locally, you not only have the chance to connect with your community and make a positive impact, but you also build a strong foundation for your speaking career. Start by reaching out to local organizations, clubs, and associations that align with your expertise. These groups are often in need of speakers for their meetings and events. Whether it's a small business association, a club, or a community center, these organizations are always looking for knowledgeable speakers who can provide valuable insights and expertise to their members. Additionally, consider volunteering to speak at local schools, libraries, and non-profit organizations. These venues often have events and programs where they invite speakers to share their knowledge and inspire their audiences. By volunteering your time and expertise, you not only contribute to your community but also gain valuable experience and exposure as a speaker. 7. Build a Speaker Portfolio A speaker portfolio is an essential tool for showcasing your expertise and skills as a speaker. It is a collection of materials that demonstrate your speaking experience, areas of expertise, and the impact you have made on previous audiences. By building a comprehensive speaker portfolio, you not only provide potential event organizers with a clear understanding of what you bring to the table, but you also establish yourself as a professional and credible speaker. To create an effective speaker portfolio, start by gathering materials that highlight your speaking experience. This can include videos of your past speaking engagements, testimonials from previous clients or audience members, and any press coverage or media appearances you have had. Be sure to also include a bio and headshot, as well as a list of topics you are knowledgeable and passionate about. Having a strong speaker portfolio not only sets you apart from other speakers, but it also serves as a powerful marketing tool. When reaching out to event organizers or promoting your speaking services, you can easily share your portfolio to demonstrate your expertise and convince potential clients of your value as a speaker. So, take the time to build a speaker portfolio that truly reflects your skills, experience, and passion as a speaker. 8. Keep Learning and Improving As a speaker, it is important to continuously learn and improve your skills in order to stay relevant and deliver impactful presentations. The speaking industry is constantly evolving, and by keeping up with the latest trends and techniques, you can ensure that you are delivering the best possible experience for your audience. One way to continue learning is to attend workshops, seminars, and webinars that are specifically tailored for speakers. These events often cover topics such as storytelling, audience engagement, and stage presence, which can help you enhance your speaking abilities. Another way to improve as a speaker is to seek feedback from others. After each speaking engagement, ask for honest feedback from audience members, event organizers, and fellow speakers. This feedback can help you identify areas of improvement and provide valuable insights into your strengths and weaknesses. Consider joining a speaking group or finding a mentor who can offer guidance and support in your speaking journey. Finally, make it a habit to watch and study other speakers. By observing successful speakers in your industry, you can gain inspiration and learn new techniques that you can incorporate into your own presentations. Pay attention to their delivery, body language, and storytelling abilities. Take note of what makes them successful and try to incorporate those elements into your own speaking style. Stay curious, seek feedback, and never stop striving to be the best speaker you can be. Your commitment to growth and improvement will set you apart and ensure your success in the speaking industry.

Don't Waste Your Event Content: Here's How to Repurpose it for Maximum Value

Dec 4, 2023

As event professionals, we know the effort and resources that go into creating engaging content for our events. But what happens to all that content once the show is over? Do we just pack it away and move on to the next event? Or do we keep milking it for more value? The truth is, there's still so much value in that content waiting to be unlocked. Not only is repurposing event content a sustainable practice, but it also allows you to reach a wider audience and extend the lifespan of your content. In fact, according to the State of Content Marketing 2023 report by SEMrush, 42% of marketers reported that repurposing content increased the success of their marketing campaigns. In this article, we'll explore real-life examples of successful post-event content repurposing, creative ways to repurpose event materials, and best practices for a winning event content strategy. Don't let your valuable event content go to waste, keep reading to discover how to repurpose it for maximum value! Skip to: Why should I repurpose my event content? Creative ways to repurpose event materials. Best practices for a winning post-event content strategy. Why should I repurpose my event content? Repurposing event content is not just a trend, it's a necessity in any industry, especially in the event industry where almost every event program costs a fortune. By repurposing your event content, you can unlock its full potential and extend its lifespan, resulting in numerous benefits for your business. Here are eight reasons why repurposing event content is so important for your business: 1. Generate More Quality Leads: There are countless individuals who are interested in the topics and insights you shared at your event, but for various reasons, they couldn't make it to the event. Repurposing your event content allows you to bridge that gap and bring your valuable information to them. By resharing snippets of your event content, you can pique the interest of your audience and generate quality leads for your business from non-attendees. This approach allows you to leverage the power of your event content beyond the confines of the physical event itself. 2. Establish Thought Leadership: Repurposing content not only positions your brand as an expert in your industry, it also establishes a strong reputation and gains the trust of your audience. When you share valuable insights and knowledge from your events, you demonstrate your expertise and showcase your ability to provide valuable information. With content repurposing, you have the opportunity to go beyond the surface-level content that was presented at the event. You can delve deeper into the topics, share additional insights, and provide more in-depth analysis. This allows you to showcase your expertise and establish yourself as a thought leader in your field, attract a loyal following, gain the trust of your audience, and open up new opportunities for growth and collaboration. 3. Maximize Your Event Budget: Repurposing content is both a cost-effective strategy and a way to maximize the return on your event investment. Rather than starting from scratch and creating new content, repurposing allows you to tap into the wealth of existing material you have already created, saving you valuable time, effort, and resources. That way, the value of your content doesn't end when the event is over. Instead, you can continue to share valuable information and insights long after the event has ended, keeping your brand top of mind for your audience. So why let your valuable event content go to waste when you can repurpose it for maximum value? 4. Boost Search Engine Optimization Effort: One of the key benefits of repurposing event content for SEO is that it allows you to target different keywords and phrases. By creating content in different formats, you can optimize each piece for specific keywords that are relevant to your target audience. This diversification of content helps you rank higher in search engine results pages (SERPs) for a wider range of keywords, increasing your chances of being discovered by potential attendees and customers. Moreover, when you distribute your repurposed content across various channels, such as social media platforms, industry forums, and online communities, you expand your reach and increase the likelihood of attracting backlinks. Backlinks are essential for SEO as they signal to search engines that your content is valuable and trustworthy. The more backlinks you have from reputable websites, the higher your website will rank in search results. 5. Engage & Provide Value to Your Audience: By repurposing your event content into diverse formats such as captivating videos, visually appealing infographics, and informative blog posts, you can effectively engage your audience across multiple platforms. Recognizing that individuals consume content in various ways, repurposing allows you to cater to different preferences and capture the attention of a wider audience. Moreover, this strategic approach enables you to continuously provide value to your audience. By creatively packaging information and presenting it in fresh and unique ways, you can offer new perspectives and insights that may have been overlooked during the event itself. 6. Extend the Lifespan of Your Content: Instead of letting your event content gather dust after the show is over, repurposing allows you to breathe new life into it. By repurposing event content, you can continue to share valuable information and insights long after the event has ended, keeping your brand top of mind for your audience. Creative Strategies for Maximizing the Use of Your Event Material The possibilities for repurposing event content are endless. Creative thinking and exploring multiple content formats and platforms will help you maximize the use of your event materials and engage with your audience in new and exciting ways. Below, we've listed 9 creative strategies to consider, and some real-life examples as well. These strategies cut across both in-person and virtual events. 1. Blog posts: Transforming event presentations or sessions into informative blog posts is a great way to provide your audience, who may or may not have made it to your event, with in-depth insights and valuable information. With that, you can offer a more comprehensive understanding of the subject matter, further engaging your readers. Summarize key takeaways from the presentation or session, focus on a specific theme, and enhance your blog post with visuals such as images, videos, or charts that reinforce the concepts discussed in the event. Visual aids not only make the content more visually appealing but also help readers grasp complex ideas more easily. Finally, include quotes from the event speakers or attendees where necessary, as it adds a personal touch to the blog post and allows readers to connect with real experiences and perspectives. In the screenshot above, Explori creates a dedicated page that houses summary blog posts for its virtual event. Tap the image to visit the page. 2. Email marketing: Another effective way to repurpose content for events is by turning it into engaging email newsletters or updates. By sharing highlights, key takeaways, or exclusive behind-the-scenes content with your subscribers, you can keep them informed and engaged even after the event is over. Just as it is with blog posts, in your email newsletters, you can summarize the most important points from the event and provide additional context or insights. This way, your subscribers can get a taste of the valuable information that was shared at the event, even if they couldn't attend. It also helps attendees remember the impact of your event and get a hold of any part they may have missed. This can also be made into workflows, to ensure each attendee goes beyond the summary of your event, but also get relevant information about other related resources you may have to share. 3. Webinars: For in-person events, hosting webinars with the existing event content as a foundation is an excellent opportunity to continue engaging with your audience in a live and interactive setting. During the webinar, you can expand on the key takeaways and themes discussed at the event, allowing participants to gain a better understanding of the topic discussed. This also gives you the chance to address any questions or concerns that may have arisen from the event. By offering expert commentary and insightful responses, you can provide valuable guidance and support to your audience, further establishing your thought leadership and expertise in the industry. This is a major strategy that not a lot of brands are leveraging yet, but can help further drive more conversation and generate more leads for your business. 4. Case studies and testimonials: Another creative way to maximize the use of event material is to showcase positive experiences from your event through case studies and testimonials. By highlighting real-life examples of how your event has made a difference in people's lives, you not only demonstrate the impact of your event but also build credibility and trust with future potential attendees. Case studies provide an in-depth analysis of specific individuals or companies that have benefited from your event. They delve into the challenges they faced, the solutions they found through your event, and the results they achieved. By sharing these success stories, you not only inspire others but also provide concrete evidence of the value and effectiveness of your event. Testimonials, on the other hand, offer personal accounts of attendees who have had positive experiences at your event. These can come in the form of written testimonials, video interviews, or even audio recordings. By sharing the words and experiences of satisfied attendees, you create a sense of trust and authenticity that can be incredibly persuasive to potential attendees. SubSummit is unlike any other conference, according to @jasonnmyers of @bold_commerce! 🎉 #subsummit #networking #businessconference #liveevents #businessevent #digitalsubscription #dtcsubscription #subscriptions #subscriptionconference #networking #subscriptionindustry pic.twitter.com/yQMjv9ewUF — SubSummit (@Sub_Summit) June 7, 2022 5. Social media posts: Break down event content into bite-sized recap pieces and share them across your social media platforms. This will help increase the chances of your content being shared by others, even after the event. Doing this creates more opportunities for your audience to interact with your content. They can like, comment, and share these snippets, which helps to amplify your message and reach a wider audience. Additionally, when your content is shared by others, it increases the chances of it being discovered by future potential attendees or customers who may not have been aware of your event. This can drive traffic back to your website or blog, where they can find the full content or learn more about future events or any other relevant content. View this post on Instagram A post shared by River Beats Colorado (@riverbeatscolorado) Other creative post-event content use: 6. Podcast episodes: Convert event presentations into podcast episodes. This allows you to reach a wider audience and provide valuable insights in an easily consumable format. 7. Explainer or how-to videos: Create short videos that explain concepts or provide step-by-step instructions based on the event content. Visual content is highly engaging and can be easily shared across various platforms, thus, it will help you reach more people across multiple platforms. 8. Infographics: Create visually appealing infographics out of your event data and statistics. Infographics are highly shareable and can help you reach new audiences on social media platforms. 9. Quizzes: Repurpose event content by turning it into interactive quizzes. This engages your audience and allows them to test their knowledge while also reinforcing key concepts learnt from your event. By utilizing these creative strategies, you can make the most of your event materials and continue to engage with your audience long after the show is over. Best Practices For Creating a Winning Post-Event Content Strategy Creating a winning event content strategy requires careful planning and execution. Here are some best practices to consider: 1. Set clear goals: Before repurposing your event content, define what you hope to achieve. Whether it's generating leads, establishing thought leadership, or increasing brand visibility, having clear goals will guide your strategy. 2. Understand your audience: Know who your target audience is and what kind of content they prefer. This will help you tailor your repurposed content to their needs and preferences, increasing its effectiveness. 3. Prioritize quality: While repurposing content allows you to save time and resources, don't compromise on quality. Ensure that your repurposed content is valuable, informative, and well-crafted to engage your audience. 4. Be strategic with platforms: Different platforms cater to different types of content. Consider the strengths of each platform and repurpose your content accordingly. For example, use blog posts for in-depth analysis, social media for quick snippets, and videos for visual storytelling. 5. Maintain consistency: While repurposing content, maintain a consistent brand voice and style. This helps create a cohesive brand identity and builds trust with your audience. 6. Encourage engagement: Use your repurposed content as an opportunity to engage with your audience. Encourage comments, ask questions, and invite feedback to foster a two-way conversation. 7. Analyze and optimize: Track the performance of your repurposed content and analyze the results. Identify what works and what doesn't, and make necessary adjustments to improve your strategy. By following these best practices, you can create a winning event content strategy that effectively repurposes your materials and achieves your desired outcomes. Remember, it's all about delivering value to your audience and maximizing the impact of your event content. Make the most of your event content by repurposing it for maximum value and wider reach. Don't let all that effort and resources go to waste – let's explore how to breathe new life into your content post-event.

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