How To Evaluate Local Community Events Performance?市场地区化活动的表现衡量
Community events bring people together. The interaction creates the real connection between people and brand that community tries to promote.
Community events have two forms in general: local in-person meet ups that are held physical events and online meet ups that are held online which could be global.
The common metrics to assess the performance of community events are: CSAT (customer satisfaction score) and attendee rate. CSAT directly reflects attendees’ satisfaction rate in multiple areas depending on what questions being asked by community POCs. Attendee rate directly scores the actual versus expectation.
However, these metrics may not be enough or comprehensive to assess when there are local events running in many different locations or timezones. There are variations of the culture, population, gender, age, and many more factors. In order to be fair to assess the community events of different locations, I have come out a framework to look into them in a holistic way.
I created the below scorecard to measure success from three aspects: general market condition, specific market condition that runs the community events, direct metrics (CSAT and attendee rate).
The scorecard improves the measurement by looking into both direct and indirect impact:
