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.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on Twitter, Facebook and LinkedIn!

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.