Just like GM analyzes the performance of an auto assembly line, if you want to improve your events, you, too, need to measure their performance and calculate ROI. With the right event technology, event success is easy to measure… but only if you take time first to identify the objectives of your event marketing strategy. There’s no right or wrong answer, and no “magic number” will tell you how successful your events were. However, if you hone in on three to five metrics that you feel reflect how well you achieved your event objectives, you’ll be primed to demonstrate your events’ value and iterate your event strategy to improve continuously.