RainFocus™, provider of the next-generation event marketing platform, launched the Event Benchmark Assessment, a new industry resource for organizations to discover how their events measure up to others of the same size and delivery format. Each year, RainFocus analyzes thousands of events to identify industry benchmarks. Event professionals can now take a self-guided assessment to compare unique event metrics with those across the industry.
“Events are an extremely valuable resource for zero- and first-party data critical to the success of sales and marketing teams post-event,” said Brian Gates, SVP of industry strategy at RainFocus. “Working on best-in-class event programs for some of the world’s leading and most innovative organizations, including Adobe, Cisco, and Oracle, has created vast amounts of data. We’ve leveraged that data to create a resource for event professionals and leaders who want to understand how their events stack up against industry standards, what event success looks like, and how to iterate and improve on their events in the future.”
The benchmarks in the assessment are divided into three tiers based on event size to maximize their relevance for different events. They cover a range of data points throughout the event lifecycle, from registration to post-event survey responses. Event planners can reference the benchmarks throughout the planning process to identify areas for improvement or inspire new ideas. They can also reference them post-event to identify successes not previously considered and further demonstrate ROI to key stakeholders.
The Event Benchmark Assessment complements RainFocus’ Event KPIs Periodic Table. This resource, unveiled last year, provides a comprehensive set of 154 metrics for event teams to explore new ways of measuring event growth, customer behaviors, and overall business impact. The new Event Benchmark Assessment takes KPIs to the next level by comparing outcomes with leading event programs to help teams understand the most successful aspects of an event and potential areas of improvement.
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