6 Pre- & Post-Mortem Event Marketing Data Considerations

Jim Ekstrand

While event marketers have always been on the more creative, outgoing side, there is no doubt that data informs every single decision that is made. In addition, because marketing events (both in-person and virtual) take up a substantial chunk of a marketing budget, there are specific benchmarks in place to help guide decision-making and strategic planning.

Here are three key event marketing data considerations to take into account both pre and post-event:


1. Understand precisely what metrics you need to monitor throughout your event.

Planning is a huge point of focus when it comes to measuring and tracking data throughout an event. Without knowing what KPIs you want to measure before your event even begins, you won’t be able to see the data when it ends. So make sure you have clearly defined data points ready to go pre-event.

2. Have the right tools in place for you to measure data without distracting from your event.

Whether your team is hosting an in-person conference or virtual webinar, you have plenty of things to focus on. Monitoring data and metrics shouldn’t take away from these other tasks. Make sure your team has the right solutions in place to gather data throughout your event seamlessly.

3. Make sure your team knows how to maximize and measure these data points.

Your sales and marketing team members are good at their jobs, and an event is their time to shine. Share your KPIs and goals with your team and make sure they know how to help you go above and beyond your goals.



1. Look at the numbers and build a narrative.

Raw data is great. These numbers give your team a clearly defined look at what worked and what didn’t during your event. But it’s also essential to build a narrative around these numbers. What is the data telling you? If, for example, your attendee engagement dropped off halfway through a virtual presentation, maybe it was too long. 

2. Identify areas of success and/or opportunity.

These metrics can also help highlight areas where things worked well and others where they didn’t. Event marketing teams can use data to inform ongoing strategy, replicate successes, and switch up areas of opportunity.

3. Share key takeaways with stakeholders.

A successful marketing event should be shared with more than just your marketing team. Managers, department leaders, and executives should also have visibility into these event metrics to understand how your marketing dollars are spent and what the results are.


Optimize your events with access to the correct data

 Gaining visibility into nuanced event marketing data hasn’t been easy – until now. With Circa, your team can easily track event goals, monitor data points, and share information with stakeholders. Event marketing has always been about delivering ROI, and Circa makes it easy to use this data to drive strategic planning and decision-making. You can learn more about Circa here.





6 Pre- & Post-Mortem Event Marketing Data Considerations

Jim Ekstrand
Jim Ekstrand


Event Marketing
In-Person Events
Virtual Events
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