Event Leadership Institute Unveils Event Measurement & Analytics Certificate Course

September 13, 2022

With industry professionals bringing a heightened focus to the ROI of their events, particularly due to soaring event costs and structural changes to events as a result of the pandemic, Event Leadership Institute (ELI) launched the industry’s first course specifically centered on measuring, interpreting and communicating an event’s performance to stakeholders. 

The online Event Measurement & Analytics Certificate will teach participants a variety of data-driven ways to measure an event’s success for different stakeholders, including attendees, hosts, exhibitors and sponsors. More importantly, they will learn how to calculate event ROI and use it to tell a story about an event’s performance, including how well it helps the organization achieve its goals.

While event surveys provide some data, decision-makers are increasingly scrutinizing how much money, time and energy they invest in hosting, attending, exhibiting and sponsoring events, according to Howard Givner, CEO of ELI. The course is designed to provide more valuable and actionable data that can drive decisions. 

“The event industry is awash in data now, but the challenge is knowing which pieces of data are most useful to evaluate ROI,” Givner said. “Think about the last time you drove a car. There are hundreds of data points collected by the car’s computer, but only a few critical ones are displayed in the dashboard: how fast you’re going, how much gas/power you have left, etc.” 

Givner added that zeroing in on the key pieces of information needed to measure the success of an event is the key first step, following by knowing where to obtain that data and presenting it as a compelling narrative to stakeholders. 

“That’s what this course is all about,” he added.

ELI tapped two event tech experts to lead the course: Joe Colangelo, co-founder and CEO of Bear Analytics, an event data aggregation company, and Vinnu Deshetty, founder of EVA, an events management platform. 

“Armed with data that today’s event professionals collect, we no longer have to rely on our gut to make strategic decisions about our events,” Deshetty said. “Listen to the data. It’s trying to tell you something.” 

ELI’s new course is designed for a wide range of event professionals, including:

  • In-house meeting and event planners who want to be able to evaluate an event’s success and present key metrics to senior stakeholders
     
  • Exhibit managers looking for better ways to measure trade show ROI
     
  • Agency account managers who want to help their clients determine the ROI of their events and prove the value of their agency
     
  • Event planners and producers looking to integrate event goals, data capture and KPIs into the event design process
     
  • Senior event professionals looking to be more comfortable engaging with executive management on event data and performance
     
  • Junior event professionals who want to demonstrate their value by collecting and analyzing event data for their managers.

The Event Measurement & Analytics Certificate course will begin Sept. 21 and run for five weeks. Live office hours with the instructors and a community forum for student discussion are included. To register, click here.

ELI provides progressive online education, training and professional development programs for meeting and event industry professionals. In addition to instructor-led professional development courses, group training and webinars, ELI has more than 180 on-demand video classes.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.