The French association of event agencies launches the “Event Impact Score”, a tool to measure the impact of events
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The objective of Nielsen and Lévénement is offering professionals a common and comparable methodology that allows everyone to dissect the impact of events appropriately… a key ingredient for the professionalization of our sector. Announced as the most complete and specialized tool available right now for anyone in the industry, the Event Impact Score has three main characteristics:
The first one is that the Event Impact Score is applicable to any type of event, depending on the size and type of audience (B2B, B2C, internal corporate event…), what allows everyone to integrate this tool in their work methodology permanently.
The second characteristic defining the Event Impact Score is that it is based on three different measurement blocks:
- Audience perception: Including data about satisfaction, memorizing, awareness, purchase consideration or Word of Mouth.
- Digital resonance: Here, all the information captured from social media is registered, such as number of mentions, interactions, tone of discussions or estimated reach.
- Exposure valuation: In this section you can find data from different perspectives and fronts: multimedia, digital, on site…
Lastly, the great applicability of this tool needs to be highlighted too, emerging from the possibility of summarizing and adding all this information in order to create a unique and global score that allows us to compare different events and their success. Just one value that encapsulates all sorts of information and designed to create a new way to communicate and represent the effectiveness, impact and success of an event, allowing corporates and agencies to evaluate any event in a standardized and regulated way.
“We wanted to give the industry a credible tool that would allow to measure the value of event and to translate it into metrics. In this way, top management will better understand what events can bring to their communication strategy” said Arnaud Peyroles and Thomas Deloubriere, administrators of Lévénement, who have launched the project along with Nielsen. An initiative that won’t go unnoticed in the events sector.
