Measuring the Success of Your Event’s Mobile App
May 17, 2015
You know that your event’s mobile app forms an integral part of your digital offerings for event participants. But are you wondering how best to measure its success? Here are some key parameters that are recommended for tracking and reviewing your app's performance:
1. Downloads – This should be the starting point for your analysis. As a next step, and to get a good idea of the reach of your promotional campaign, compare the number of downloads to your event’s total attendance (including exhibitors and speakers), social media followers, unique attendee logins and your investment in the solution.
2. Return Visits – Keep an eye on the number of return visits and multiple sessions for unique users. An event app’s ultimate goal is to be a handy resource for the participants, and happy users will return frequently to research new additions to your lists as well as to tune into the event updates.
3. Activity – This is one of the most crucial aspects of your app’s value to event participants as well as sponsors. High number of searches, clicks to listings, unique logins, additions to attendees’ personalized planners and new appointment requests ; all of these indicate the level at which the users are actually engaged with your brand.
4. Promotion Campaign ROI – Just building is never enough. All digital solutions need to be promoted through smart and strategic campaigns. Be sure to check the open and click rates as well as downloads triggered by your promotional emails and social posts.
5. New Registrations – This is something many event organizers neglect to include and monitor in their mobile app. It’s not just the registered attendees who download the app. Many a times, people who are curious about the event or debating registering, also download the mobile app to explore various aspects of the event. Provide a prominent link to the registration site and track it to determine the conversion rate directly from your event’s app.
6. Reviews & Ratings – Check the reviews and ratings for your app in the app stores to ensure you don’t miss out on your audience’s feedback. Compare the number of high ratings with low ones. Pay attention to both glowing as well as critical aspects of the reviews to gauge what’s working and what’s not.
7. Survey Responses – Usually, only super happy or unhappy users will take the trouble to write reviews. But once an event is over, many users will willingly answer short surveys to provide feedback on your app’s performance.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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