How to Measure the Success of Your MICE Event

Jun 30, 2022 | Traveler’s Q

How To Measure the Success of Your MICE Event

Analyze Key Performance Indicators (KPIs)

To measure the success of your corporate event, you will need to analyze several key performance indicators (KPIs). These indicators allow you to see the progress of your event and if you had met your target. It is a good idea to have a combination of methods to indicate your event management success. This means that you should use qualitative (words) and quantitative (numbers) measures to determine if you reached your goals. Below are several KPIs that you can use to measure the success of your MICE event.

Business Event Attendance and Sales Figures

This method is quite straightforward. Calculate your attendance numbers and sales figures to give you a metric for your event’s success. On attendance figures, analyze who attended the event, not just the crowd numbers. For instance, how many first-time attendees did you have and how many have attended one of your events previously? Who purchased products or signed up for a newsletter? Once you have found this information, you will be able to use it to your advantage when hosting your next corporate event.

Compare Revenue to Your Overhead Costs

If your event is to be successful, you have to bring in more money than your initial overhead costs for planning the event. You can analyze your anticipated costs to your actual costs, your anticipated revenue to your actual revenue, and finally, you can compare the actual cost of your event to the actual revenue received.

Social Media Activity

Social media platforms are one of the best ways to promote your MICE event. Event professionals should be tenaciously promoting their MICE event weeks and even months before. You will want to build anticipation for your attendees and perhaps draw in some future attendees, as well.

On the flip side, you will want to monitor and cultivate these posts after your event, too. Read the comments and feedback. You need to stay active with your target audience post-event. You can revel in the positive feedback, but make note of any complaints or criticisms that you receive. This will make it easier for you to determine what you will need to tweak the next time you begin event planning.


Your sponsors are very important in event promotion because they are the backbone of your event. They provide money for your business event to make it a success. Take some time and discuss your event with your sponsor. Ask their thoughts on how the event went and allow them to provide you with feedback. Take their advice and suggestions into consideration to grow a healthy, long-term relationship with your sponsor.

Post Event Surveys

Another great way to determine the success of your event is to conduct a post-event survey with attendees. You can do this in any manner, through an application or email. You do not have to make it too complicated. You can just ask a few simple questions such as “How likely are you to attend other events from my company?”, or “What did you enjoy the most about the event?” Be sure to leave fields in your survey so attendees can add their own specific comments. To motivate your audience to complete the survey, you can offer an incentive such as a gift or a discount on your products or services.

Traveler’s Q can assist you with all your event management needs. Our event professionals can monitor your event and provide many event management tips. Contact us today to start planning your next corporate event.