ROI Strategies from SMU International

Building relationships is the key objective that should be tracked when measuring the ROI of meetings and events. That’s what Taylor Duersch, vice president, global decision sciences for the Minneapolis-based Carlson Marketing told an audience of meeting planners and suppliers at today’s closing session of Successful Meetings International University. “Building relationships is a long-term goal that should be measured in terms of attitude rather that satisfaction,” Duersch said.

Duersch strongly suggests planners conduct pre- and post-event surveys that measure attendee attitudes in three areas: trust in the organization; alignment with the organization’s goals; and commitment to the organization.