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| RETURN ON INVESTMENT IN MEETINGS AND EVENTS
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tools and techniques to measure the success of all types of meetings and events
To order this title, and for more information, click here
By
Jack J. Phillips, PhD in Human Resource Management., Developer of the ROI Methodology and Chair of the ROI Institute, Inc.
M. Theresa Breining, Owner and president of meeting management firm Concepts Worldwide, U.S.A.
Description
The Phillips ROI Methodology? utilizes five levels of evaluation, which are essential in determining the return on investment.
At Level
1 - Reaction and Planned Action, attendee and stakeholder satisfaction from the meeting can be measured. Almost all organizations evaluate
at Level 1, usually with a generic, end-of-meeting questionnaire. While this level of evaluation is important as a ?stakeholder? satisfaction
measure, a favorable reaction does not ensure that attendees have acquired new skills, knowledge, opinions or attitudes from the meeting.
At Level 2 - Learning, measurements focus on what participants learned during the meeting using tests, skill practices, role-plays,
simulations, group evaluations, and other assessment tools. A learning check is helpful to ensure that attendees have absorbed the meeting
material or messages and know how to use or apply it properly. It is also important at this level to determine the quantity and quality
of new professional contacts acquired and whether existing professional contacts were strengthened due to the meeting. However, a positive
measure at this level is no guarantee that what was learned or whether the professional contacts acquired will be used on the job.
At Level 3 - Job Applications, a variety of follow-up methods can be used to determine if attendees applied on the job what they learned
or acquired at the meeting. The frequency and use of skills are important measures at Level 3. While Level 3 evaluations are important
to gauge the success of the meeting, it still does not guarantee that there will be a positive business impact in the organization or
for the attendee.
At Level 4 - Business Results, the measurement focuses on the actual business results achieved by meeting participants
as they successfully apply the meeting material or messages. Typical Level 4 measures include output, sales, quality, costs, time and
customer satisfaction. Although the meeting may produce a measurable business impact, there is still a concern that the meeting may
cost too much.
At Level 5 - Return on Investment, this ultimate level of measurement compares the monetary benefits from the meeting
with the fully-loaded meeting costs as expressed in the ROI formula.
All levels of evaluation must be conducted in order to determine
the ROI of a meeting or event. The data collected should show a chain of impact occurring through the levels as the skills and knowledge
learned (Level 2) are applied on the job (Level 3) to produce business results (Level 4).
Audience
Corporate, Association and Independent Meeting Planners; Association Executives, Marketing and Sales Executives, Trade Show Producers
Contents
Chapter 1: Need for and Trends on ROI for Meetings and Events
Chapter 2: ROI Model
Chapter 3: Collecting Data
Chapter 4: Isolating
the Effects of The Meeting or Event
Chapter 5: Converting Data to Monetary Benefits
Chapter 6: Tabulating Meeting Costs
Chapter 7:
Calculating the Return
Chapter 8: Identifying Intangible Measures
Chapter 9: ROI Forecasting
Chapter 10: How to Communicate Results
Chapter 11: Implementation Issues
| Bibliographic details |
Paperback, 304 pages, publication date: DEC-2007
ISBN-13: 978-0-7506-8338-8
ISBN-10: 0-7506-8338-4
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 37.95
GBP 24.99
USD 39.95
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Last update: 25 Nov 2009
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