Event ROI Index
2023

Objective: The primary aim of the Event Marketing ROI Index is to rank the top 100 brands based on their ROI from event marketing activities on a scale of 1 to 10. This methodology outlines the various factors considered and the process employed to determine each brand’s score.

Factors Considered:

1. Ticket Costs: The estimated direct cost of purchasing or securing tickets for the event.
2. Sponsorship Costs: Any projected financial investments made for event sponsorships.
3. Customers Attending: The number of actual and potential customers attending events to calculate viable event qualified leads
4. Competition: Level of competitors’ presence at the same events and their marketing activities and whether brands gained an edge by sponsoring events without their competitors.
5. Surveys of Industry Experts: Feedback and opinions from industry experts on the brand’s event marketing effectiveness.
6. Speaking Gigs: The number and prominence of speaking opportunities secured by the brand at b2b events and trade shows.
7. Employees Attending: Number of employees representing the brand across conferences.
8. Attendee Seniority: The seniority level of attendees who could interact with the brand, thus increasing the impact of sales pipeline generated from the event.
9. Attendee Industry: Relevance of the attendees’ industries to the brand’s target audience.
10. Event Quality/Attendee Satisfaction: Feedback from attendees on their satisfaction with the event and the brand’s presence.
11. Company Size and Budget: The overall size of the company and its estimated event marketing budget
12. Machine Learning Analysis: Models that analyze attendee personas and predict prospective attendees’ interests and behaviors.
13. Normalization Factors: Factors like company size were normalized to ensure brands are compared on a level playing field.
14. Innovation Score: An evaluation of the brand’s innovative approaches to event strategy and technologies used in event marketing to drive event qualified leads.

Scoring Process:

1. Data Collection: For each brand, data is collected on the above factors from Vendelux data.

2. Weighted Scoring: Each factor is assigned a weight based on its importance to event marketing ROI. For example, ‘Customers Attending’ might have a higher weightage compared to ‘Employees Attending’.

3. Normalization: To ensure fair comparison, data for certain factors (like ‘Customers Attending’) is normalized using appropriate variables (like ‘Company Size’). This ensures that large companies don’t have an undue advantage just because of their size.

4. Calculation: For each brand, a score is calculated for each factor based on the data and its weight. These scores are then summed to provide an overall score for that brand.

5. Ranking: Once all brands have their overall scores, they are ranked from 1 to 100. The brand with the highest overall score is ranked 1, and so on. Each brand is then categorized on a scale of 1 to 10 based on their rank and score.

Conclusion: This comprehensive methodology ensures that the Event Marketing ROI Index provides a fair, transparent, and insightful ranking of brands based on their event marketing ROI. It takes into account both quantitative and qualitative factors, and through normalization and weighting, offers a balanced view of each brand’s performance.