Cater+Event Schedule 2027
Stop Measuring Activity. Start Measuring Results.
Most event businesses are tracking the wrong numbers, and it's not because they aren't paying attention, but because activity metrics are easier to access than outcome metrics.
Followers, reach, and impressions measure what the business is doing. They don't measure whether it's working. Traffic, inquiry rate, and booking rate do. Read together, those three numbers reveal where the marketing system is actually breaking down and point to a specific gap type that requires a specific solution (not more activity).
This session teaches a measurement framework built for event professionals: which numbers to track, how to read them in combination, and how to use what they reveal to make better decisions about where to focus time and marketing investment.
Attendees leave with a clearer picture of what they should be measuring and why.