How Mobile Event App Analytics Explain Attendee Preferences
Most event planners and organizers look at how many times their app has been downloaded as a measure of its success—or lack thereof—at a meeting, conference or trade show. Other statistics like active and retained users are also popular and often satisfy the curiosity of higher-ups who signed off on the event app in the first place. Yet digging deeper into analytics for native iPhone, iPad, and Android mobile event apps explains a lot about attendee behaviors and can greatly improve both the app and event itself for upcoming years.
Impact of Marketing Efforts
Sending an e-blast letting attendees know the app is available a month before the event? Check out the number of downloads in the next couple of days to get a better sense of what works to promote the mobile app. Do the same for major social media efforts or push messages and pay attention from year to year to craft a better marketing strategy. A number of great strategies exist for marketing a mobile app before the event, but each set of attendees—based on demographics and other criteria—might react to certain approaches more than others. The same research is possible post-event to determine the impact of releasing webcasts and other educational documents in an attempt to turn the app into a year-round resource. Understanding attendee behavior as it pertains to marketing also pays dividends when selling sponsorships and making the biggest impact possible in any type of outreach.
Events rely on attendee participation to ensure people are engaged at the event and making the most of their time away from the office. Luckily, mobile app analytics—along with social media—play an important role in determining the level of participation amongst attendees. Look at usage statistics for session and speaker-specific surveys to find out not only how many people simply viewed the content page, but thought enough about the content to leave feedback. Views for educational documents like PDFs also shed light on how many people are maximizing the event app’s effectiveness—not only as a source for event information, but as a resource for company and industry-specific studies, abstracts, and marketing material. Also consider both social media views in the app analytics, as well as scanning Facebook walls, Twitter feeds, and so forth to figure out how many people used the event-specific hashtag and shared updates with friends and colleagues.
Attendee interests are important to effectively choose session topics and even plan extracurricular activities at subsequent events. Look at the most popular speaker bios and session detail pages to get a sense of what topics and presenters were best received. The same goes for exhibitors; a key source of information that might even be brought to the attention of the most-visited companies to generate more sponsorship dollars in the future by pointing out their popularity. Page view details across the app—from the city guide to event logistics—also help highlight where attendees most needed guidance and what was deemed must-have content.
Determining sponsor ROI is important for all parties involved. Event hosts need to determine if their pricing models properly addressed the levels of engagement and sponsors paying for ad spots want to see the type of traction their branding received. From banner ad impressions and sponsor page views to featured exhibitor pages visited and marketing brochures downloaded, virtually every sponsor-related metric in a mobile app is trackable. Consider compiling an overall report to review internally and individual one-page PDF summaries to send to each sponsor—highlighting the key points and initiating the conversation for next year.
The Bottom Line
Showing off big-picture data like total downloads is still a very useful metric in determining the overall success of an event app, but thinking about more specific analytics is better for making subtle adjustments from one year to the next and ensuring attendees—as well as event hosts—are putting themselves in the best position to enjoy a successful meeting, conference, or trade show.
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