Measurement, ROI and AI for Event Leaders
Key takeaways from Phil Staines, Strata | XTRA Zurich Campfire
Following a brilliant campfire session at XTRA Zurich, Phil Staines from Strata shared practical ways event leaders can bring measurement into their planning without overcomplicating the process.
Here are the key takeaways for those looking to strengthen how they measure success:
Start with the ‘Why’
Before anything else, define what success looks like.
What is the purpose of the event? What are you trying to achieve for the business?
There are many valid reasons to run events, but one worth challenging is “because we’ve always done it.” Taking a step back and aligning with business objectives ensures your event is designed with intent, not habit.
Focus on One Proof Point
You don’t need to measure everything.
Start small by identifying one outcome you want to prove, such as:
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Brand sentiment
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Product understanding
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Buying intent
Build a simple question into your registration process, then follow up post-event with a survey or on-site feedback. This small step creates a clear before-and-after view and gives you something tangible to show.
Build Measurement into the Process
Measurement shouldn’t be an afterthought.
By introducing it early in the planning stage, you:
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Strengthen your event strategy
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Make smarter decisions
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Create clearer internal value
Even a single data point can begin to shift conversations with stakeholders.
Use AI to Unlock Insight
AI is becoming a powerful tool for event teams.
It can help you:
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Analyse existing data
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Identify patterns and gaps
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Accelerate reporting
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Support more informed decision-making
Whether you’re working with an agency or using tools internally, AI can help turn data into insight quickly and effectively.
As highlighted in the session, AI can “highlight what’s working and expose the gaps”, helping you focus your efforts where they matter most
A Practical Starting Point
If you take one thing away:
Pick one metric. Ask one question. Prove one outcome.
From there, you can build.
The campfire format created a space for open discussion, shared challenges and practical ideas and it was clear that many teams are already starting to rethink how they measure success.
A big thank you to Phil Staines at Strata for sharing their insights.
We’re planning more campfire sessions for our International Corporate Events Network Conference in London, Germany and New York. Visit our website to find out more.