Fundamentals of Event Management
Module - 4
Event Evaluation
Importance and process of Event Evaluation
• Event evaluation is an activity that seeks to
understand and measure the extent to which
an event has succeeded in achieving its
purpose. The purpose of an event will differ
with respect to the category and variation of
event.
Importance and process of Event Evaluation
• Event Evaluation is concerned with
assessment, which usually involves measuring
a set of key variables, as well as monitoring
those variables to determine positive and
negative outcomes. It is a subjective
determination that can utilize objective
quantitative measures (Getz, 1997)
Importance and process of Event Evaluation
• To carry out an event evaluation and
measurement exercise it is essential that the
predefined objectives of the events have been
properly understood.
The Basic Event Evaluation Process
The basic event evaluation process involves
three steps:
• Establishing tangible objectives and
incorporating sensitivity in evaluation
• Measuring the performance before, during
and after the event
• Correcting deviations from plans
The Importance of Conducting a Post Event Evaluation
Conducting a post event evaluation is a must after every event.
Here are the reasons why a post event evaluation is important:
• To know if the event achieved its aforedetermined
measureable goals
• To ensure the event met the expectations of all attendees
• To collect data that will help you improve strategy, logistics,
and scheduling for sales and marketing activities, including
other events
• To know if brand awareness and image increased among your
audience
3 Best Ways to Evaluate Results
• 1. Observation and Feedback
• 2. Calculating Return on Investment (ROI)
• 3. Return on Objectives (ROO)
10 Sections You Should Include In Your Post
Event Evaluation Report
• 1. Summary
• 2. Goals and Objectives
• 3. Return of Investment Report
• 4. Return of Objectives Report
• 5. Event Effectiveness
• 6. Promotions and Activities
• 7. Brand Ambassadors’ Performance
10 Sections You Should Include In Your Post
Event Evaluation Report
• 8. Competitive Analysis
• 9. Budget
• 10. Conclusion
Steps in Event Evaluation Process
Evaluation Measurement from the point of view of
Clients, Target Audience and Organizers
• From Client’s Point of View:-
– Whether value for money received or not (for
sponsors)
– Whether reach to the end customers increased or
not
– Whether social image enhanced or not
– Whether financially helpful for business or not
Evaluation Measurement from the point of view
of Clients, Target Audience and Organizers
• From Target Audience Point of View:-
– Whether expectations have been met or not
– Whether learned something new and innovative
or not
– Whether helped in networking or not
– Whether served for career prospective or not
– Whether overall experience is good or not
Evaluation Measurement from the point of view
of Clients, Target Audience and Organizers
• From Organizer's Point of View:-
– Whether predefined objectives achieved or not
– Whether return on investment (ROI) satisfactory or not
– Whether brand awareness, brand value and goodwill
increased or not
– Whether return on objectives (ROO) is achieved or not
– What is the economic or financial impact of the event
on firm
– What is overall media impact of the event