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6 Cvent s Event Evolution Model EVENT EVOLUTION MODEL

7 ABOUT ME Mike Dietrich Sr. Director, Marketing

8 TAKE THE POST-EVENT SURVEY Get access to Event Management Technology for Dummies. Get an ecertificate for a free coffee! Survey available at the end of the webinar.

9 OUR PLAN FOR TODAY Why an Event Evolution Model? The Event Evolution Model What is it? What does it measure? The Assessment Getting your benchmark The Results Charting a path forward for your organization

10 THE JOB DESCRIPTION IS CHANGING Rising expectation of relevance & value Proliferation of technology Proof of impact Role expansion

11 ABOUT US 3,500+ Employees in 4 continents 2.7M+ Events managed $10.7B+ In event fees processed Founded in ,000 Users in 100+ countries 115M+ Registrations

12 CVENT EVENT EVOLUTION MODEL

13 CVENT EVENT EVOLUTION MODEL E 1 EMERGENT The accidental event program. Introduction of specialization & event tech. E 2 ELEVATED Beginning to employ specialized resources, staff, and tools. Pockets of execution excellence enabled by data. E 3 EVOLVED Marquee events show dynamic use of tech, businessfocused KPIs. Excellence across the total program. E 4 EXPERT Best-in-class across the total event program.

14 WHAT DOES THE MODEL MEASURE? Four Centers of Performance have been identified Event Strategy Event Execution Attendee Experience Measurement & Optimization An organization s ability to develop a purposeful, measurable, and datainformed event program aligned to organizational goals. An organization s ability to execute the defined Event Strategy efficiently and effectively across the whole of the event program. An organization s ability to deliver a seamless, personalized event experience to attendees, as well as the ability to measure the impact of initiatives. An organization s ability to translate event and attendee data into provable value for the organization and attendees.

15 EVENT STRATEGY Key Performance Indicators Event Selection Budget Management Approval Process Describe the current state of your Event Key Performance Indicators (KPIs). What factors, both financial and strategic, influence your company s participation in events? What level of visibility and control do you have over meeting and event spend? What process does your organization use to approve events you host and attend?

16 EVENT EXECUTION Event Staffing Event Technology Scalability Lead Capture How does your organization manage its event staffing? What technology and tools do you use to plan and execute events? How well prepared is your organization to maintain execution excellence scale? For events you attend, how do you capture leads and prioritize follow up?

17 ATTENDEE EXPERIENCE Convenience Personalization Networking Attendee Data Capture What technologies do you utilize in order to increase onsite convenience for attendees? How do you personalize the experience for attendees to connect them to content and information that is professionally relevant? How do you connect attendees to the people that are professionally relevant to them? How do you measure attendees physical footprint = their journey through your event?

18 MEASUREMENT & OPTIMIZATION Return on Investment Optimization Data Security and Privacy How do you measure event Return on Investment (ROI)? How do you collect and use attendee behavior and feedback across events in order to optimize their experience? Describe your organization s ability to collect and protect attendee data in compliance with laws and regulations like GDPR (General Data Protection Regulation).

19 EXAMPLE BENCHMARK and a path to improve Event Execution.

20 EVENT EVOLUTION EBOOK At-a-glance summaries.

21 EVENT EVOLUTION EBOOK More detail if you need it.

22 TAKE THE ASSESSMENT Cvent.com Resources Page

23 QUESTIONS? Reminder: Take the survey to get the ebook and a FREE coffee!

24 THANK YOU Let s stay in touch! mdietrich@cvent.com

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