By B.H. Walley

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These are demystified in this section. The Ultimate Level of Evaluation: ROI The ROI Methodology collects and processes up to five levels of evaluation results plus another level for inputs and indicators. The concept of different levels of evaluation is both helpful and instructive in understanding how the return on investment is calculated. Table 1-1 shows the six-level framework used in this book. The table also shows the current status and goals for the industry. At Level 0, Input and Indicators, the inputs of the meeting or event are captured in all meetings now (100%).

And Consultant, International Association of Conference Centers, Arlington Heights, IL) has been in the meetings industry since 1998 and is a past president of MPI’s Chicago area Chapter. Here are her comments on the great debate: Just as beauty is in the eye of the beholder, so is meeting value defined in the eyes of stakeholders. ” ROI Methodology in Meetings and Events Industry The debate over ROO versus ROI masks the real issues in the meetings industry. Our future success in measuring meeting value is tied to three things: 1.

This is only input and does not speak to the results. At Level 1, Reaction and Perceived Value, the reaction from meeting participants is measured along with the perceived value of the meeting. Almost all ROI Methodology in Meetings and Events Industry 13 Table 1-1 Measurement in the Meetings and Events Field Level 0 Measurement Category Inputs/Indicators Current Status Goal in 5 Years Coverage (Now) (%) Coverage (Goal) 100 100 This is being accomplished now 100 100 Need more focus on content and perceived value 10–20 80–90 Must use simple learning measures 5 15–25 Need more follow-up <2 10 This is the connection to business impact <1 5 The ultimate level of evaluation Measures inputs into meetings and events including the number of meetings, attendees, audience, costs, and efficiencies 1 Reaction and Perceived Value Measures reaction to, and satisfaction with, the experience, ambiance, contents, and value of meeting 2 3 4 Learning Measures what participants learned in the meeting—information, knowledge, skills, and contacts (take-aways from the meeting) Application and Implementation Measures progress after the meeting–the use of information, knowledge, skills, and contacts Impact and Consequences Measures changes in business impact variables such as output, quality, time, and cost-linked to the meeting 5 ROI Compares the monetary benefits of the business impact measures to the costs of the meeting Comments About Status 14 Return on Investment in Meetings and Events organizations evaluate at Level 1, usually with a generic, end-of-meeting questionnaire.

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