The only constant in life is change- Heraclitus. This statement couldn’t have been more true, especially in event management. The reason post-event analysis is conducted is to look for gaps and opportunities to change, improve, and be better prepared for the next event, making this a very crucial stage in event planning. Despite knowing this, most event organizers mismanage this stage which translates into loss of opportunities and repetitive mistakes.Â
In this blog, we will discuss the most common post-event analysis mistakes in-depth, understanding why they happen, their consequences, and their solutions. This will help in refining your post-event strategies and provide you the ticket to long-term success.
1. Skipping The Post-Event Analysis Altogether
Why it happens- Many event planners skip this part of the event planning completely due to different reasons like being time-bound, having finite resources, or just not recognizing its merit. Most of the time the priority of just planning and executing the next event undermines the importance of post-event analysis.
The impact- When you don’t conduct the right analysis, you lack in identifying what soared in your event and what didn’t. This simple yet impactful post-event analysis mistake causes planners to keep planning events with the same mistakes and shortcomings as before, which eventually leads to the events becoming boring, obtaining negative feedback, and a drop in registrations and attendance.
Solution- Make post-event analysis a priority by scheduling it into your event timeline. Distribute resources and assign responsibilities before time to promise the process is not overlooked. Treat it as a necessary part of the event lifecycle, just like planning and execution.
2. Focusing Solely On Negative Feedback
Why it’s a mistake- While being concerned about issues is crucial, overly focusing on what went wrong can create a skewed perspective and a harmful mindset. Positive outcomes may be overlooked, which can demotivate your team and prevent you from replicating successful elements of your event.
The impact- By ignoring positive feedback, you risk missing the opportunity to build on your successes. Your team may also feel undervalued if their hard work isn’t acknowledged from time to time.
Solution- Have a balance between recognizing successes and stating challenges. Mark achievements and discuss how they can be replicated or improved further. This balanced approach offers a culture of appreciation and continuous improvement which is beneficial in the long run for everyone involved.
3. Ignoring Data And Metrics
Why it’s a pitfall- This post-event analysis mistake is about JUST focusing on just one aspect of your post-event knowledge gathering i.e., feedback. This means just taking into account the feedback of your event only provides part of the picture of your event’s success or failure. Ignoring the other aspects of data numbers and metric percentages of your events is not a beneficial choice.
The impact- A lack of measurable and tangible outcomes can make it all the more difficult to measure the real effectiveness of your event. Which could pave the way for harmful decisions and inefficient future event planning.
Solution- To get over this pitfall, you need to focus on key performance indicators or KPIs. Admittedly, there could be many KPIs to keep track of which could be quite a hassle, for instance: registration numbers, attendance numbers, revenue produced, social media engagement, etc. However, some technologies and tools specifically help in obtaining such event data, for example: analytics platforms, event management software, mobile event apps, etc.Â
4. Not Collecting Feedback From All Stakeholders
Why it happens- Most planners forget or even ignore feedback from their stakeholders like their sponsors, vendors, etc. They do this because they get locked in on obtaining and working only on attendee feedback.Â
The impact- This method hinders your ability to understand the event’s full potential or performance and also leads to disappointing stakeholders and others. This could lead to fallouts or a drop in collaborations and spoiled relations which again harms the planning and execution of an event.
Solution- Obtain feedback from a varied group of stakeholders to get a bird–view of your event. You could utilize surveys, interviews, etc. to collect insights from attendees, sponsors, vendors, and team members. This way of approaching makes sure no valuable perspectives are missed.
5. Delaying The Analysis Process
Why it’s a mistake- Procrastinating on post-event analysis can dilute the quality and relevance of the insights gathered. Over time, details fade, and key takeaways may be lost.
The impact: Delays can lead to incomplete or inaccurate analysis, reducing its effectiveness in improving future events.
Solution: Conduct your post-event analysis within 48 to 72 hours after the event. This makes sure that details are still fresh in everyone’s minds, allowing for more accurate feedback. Set deadlines for completing analysis tasks and sharing results to keep the process on track.
6. Overlooking Actionable Takeaways
Why it happens- Many times, the post-event analysis turns out to ultimately become some exercise in documentation rather than a means of betterment. The data and findings obtained are observed and jotted down but no plan is made to convert them into actionable steps that improve the quality of future events.
The impact- If no step is taken to bring change in the event’s management and functioning after conducting an in-depth post-event analysis, then the entire process loses its meaning and is of ultimately no use. All the data just remains some words and numbers which means mistakes and shortcomings might be repeated or are bound to happen in the next event.
Solution- Turn your analysis into a legend within a map for betterment. Create a list of specific, actionable steps based on your data. Distribute responsibilities and set time constraints to make these steps are put into place before the next event.
Conclusion
Now that you are aware and have the knowledge of these common post-event analytics mistakes that many organizers and planners still make today, make sure you don’t. Through the power of post-event analytics, your future of event planning and management will always improve and get bigger which is what the ideal scenario should be. Take note of the solutions and remember the impact it brings to your event.
