# Improving event measurement

- Link: https://eventengine.net/improving-event-measurement/
- Published: 2024-12-03T10:03:00+00:00
- Author: rondayvoo

How can we improve the way we measure the impact of events? Dax Callner joins Lee
to discuss how better data standards and meaningful metrics can help event organisers
prove the value of their work and drive continuous improvement.

Dax shares his journey from being a head of strategy at SMILE to becoming a freelance
strategist focused on event marketing, and his work with the EMMC to establish more
credible benchmarks for the events industry. He explains how the industry often 
relies on ambiguous data, such as “engaged users” based on time spent at a stand,
and why it’s essential to create clear standards for what engagement truly means.
Dax also highlights the importance of data honesty, and how using AI tools can assist
event organisers in visualising data and identifying real success metrics.

In this episode, Lee and Dax explore practical ways to bridge the gap between data
overload and actionable insights, touching on topics like the use of AI in data 
analysis, avoiding the pitfalls of ego-driven metrics, and the importance of achieving
credibility and transparency in measurement practices.

If you want to better understand how to measure the real value of your events, and
how to leverage data effectively, this conversation is packed with useful insights.

### Key takeaways

Here are some of the key takeaways from our conversation with Dax:

 * **Honesty in data matters**: The industry is full of metrics that can be misleading.
   It’s crucial to question data points, such as the duration of time spent at a
   stand, and consider what really signifies engagement.
 * **Standardising benchmarks for events**: The EMMC aims to create consistent standards
   that event organisers can use to compare their performance, which helps in justifying
   event spending and improving future results.
 * **AI as an assistive tool**: While AI isn’t yet capable of making deep strategic
   decisions, it can assist with data visualisation and ideation, helping event 
   organisers better interpret their data.
 * **Avoid ego metrics**: Metrics like media coverage or booth footfall can sometimes
   serve more to satisfy ego than to measure real business value. Dax encourages
   organisers to focus on metrics that align with genuine business outcomes.
 * **Observation alongside data**: Human observation by an experienced professional
   still adds immense value when evaluating an event. Dax talks about how his own
   observations, combined with quantitative data, provide a well-rounded view of
   event success.

### Connect with Dax

 * [EMMC Website](https://eventmeasurement.org)
 * [Dax Callner on LinkedIn](https://www.linkedin.com/in/daxcallner)