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Why engagement matters and how to measure it

Published: Thursday, 20 April 2017


Financial gain is important and often Return on Engagement is over looked, read on to find out how to measure your ROE.

Conferences, exhibitions, meetings and events all provide a fantastic platform to expand your company’s public awareness and build relationships with customers and brands. Although these events are great promotional opportunities it is critical that you measure the impact it has – and that is where this blog will help you..

When you attend any type of conference event it is important for you and your company to evaluate your success by analysing the Return on Investment (ROI) and Return on Engagement (ROE). This allows you to see if the event was a success and whether it is worth you spending more time and money on it in future years.


ROI – What is it? How do you measure it? Why is it Important?

ROI is defined as “evaluating the efficiency of an investment by measuring the amount of return relative to the investment’s cost.” Finding out your companies ROI helps you convince senior leaders and sponsors that their investments are having a positive impact on business and/or profit, encouraging them to continue  it also helps you determine what events and exhibitions are worth your time and how different ones work for different things.

There is more to events than short term financial gain. One of the most valuable factors of conference exhibitions is increasing your brand awareness, marketing new products and creating working relationships, which all in turn create a long term profit, however it is much harder to measure this immediately after an event. Carry on reading to find out how to find out your Return on Engagement (ROE).


ROE – What is it? How do you measure it? Why is it important?

ROE is the overall brand strength gained from a particular event or strategy, after engaging directly with an individual or company face to face, over the telephone or via email.

Measuring ROE is a difficult task as networking and communicating at events are hard to quantify. That’s why you must always choose the right technology and systems which allows you to capture important data. For example, live tweeting gives you the opportunity to see the increase in your followers and engagements via conversations and retweets. Google Analytics will give you the ability to see how many people have viewed your web page, the amount of time spent on your site and the number of pages they visit on the date of the event compared the previous days and months.

Return on Engagement is important as if you are at a conference exhibition you main aim is usually to raise awareness of you company’s brand and / or service and increase you data list. Reporting back on the audience reach is an important factor to know whether or not the event is worth your time and the correct audience for you.


To conclude it is extremely important to use the correct technology prior, during and post events to be able to see evaluate, analyse and monitor your Return on Investment and Return on Engagement, providing you with statistical data to show your company leaders, sponsors and organisers on why the shows are worthwhile. Financial successes is important but always remember this is a short-term effect, engaging with an audience, collecting their data and building a relationship is much more valuable to the company.