Jessica Heasley

NEW DATA POINTS TO SHIFTING DEFINITIONS OF SUCCESS FOR EVENTS The annual report offers insights into trends spanning paid media, international growth, organic social, influencer strategy, registration performance and digital benchmarks. A few key takeaways are signaling important shifts in the way event marketers may measure the impact of the way they promote and execute their events in the future.

KEYS TO A WINNING POST-EVENT ANALYSIS Tips on bolstering your event performance recap Storytelling is an important part of every successful event. But the post-event story you tell your executives is just as critical. A clear and compelling post-event analysis lets decision-makers know you know exactly how your event expenditures contributed to the company’s overall business goals, and why future investments in events make good financial sense.

MEASUREMENT PRACTICES THAT WORK Five ways to elevate the way you measure engagement at your events According to the 2026 EventTrack: Experiential Marketing Forecast & Benchmark Study, underwritten by Sparks, on-site engagement is the second most important metric being tracked and measured among both b-to-b and b-to-c event marketers.