Answering User Questions about Meetings Analytics

Answering User Questions about Meeting Analytics

The goal of a meeting data mart is to give business users the ability to monitor and measure how their business area is performing, and to analyze customer behavior in a way that can provide insight into past trends and, therefore, predict future trends and identify courses of action. To do this, Key Performance Indicators (KPIs) are defined for the organization.

It is worth noting that there are a number of customer attributes that will be calculated by the ETL and populated to the Meetings Data Mart, such as “Total Annual Conferences Attended”, “First Annual Conference Attended”, “Last Annual Conference Attended”, “Lifetime Through Last Quarter Purchase Amount”, etc. that obviously depend on how much data is in an organization’s operational database. If an organization has 20 years of data, then “Lifetime” and “Total Years” represents 20 years, unless purchasing history was captured from the legacy system.

The Meetings Advantage data mart has been architected to be able to answer the questions listed below. Obviously, if an organization does not track some of the demographics listed below, those demographics would not be included in that organization’s data mart.

1. For current registrants, show a breakdown of registrant counts and registrant revenue value by weeks out. Compare to the same meeting’s previous occurrence and over the past n years.

2. For current registrants, show a breakdown of registrant counts and registrant revenue value by membership, and show side-by-side with the same analysis for the entire membership. Compare to the same meeting’s previous occurrence and over the past n years.

3. For first-time and current registrants, show a breakdown of registrant counts and registrant revenue value by membership as compared to the same meeting that was held in a similar geographic location over the past five years (e.g., on the same coast, in the same state or region, etc.).

Are there significant differences in counts in any demographic segments when comparing one year to another?

4. For current registrants, compare member registrants to the entire membership to show the percentage of total membership that registered for the meeting. Compare to the same meeting’s previous occurrence and over the past n years.

5. For current registrants, show a breakdown of registrant counts and registrant revenue by registrant demographic, and show side-by-side with the same analysis for the entire membership. Compare to the same meeting’s previous occurrence and over the past n years.

What are the average demographics of the registrants, and how does this compare with the demographics of the entire membership? Are there any demographic segments that are unexpectedly underrepresented in the meeting registrations? Are certain demographics trending up or down (e.g., gaining more females, losing more members in the 21-25 age bracket)?

6. For first-time registrants, show a breakdown of registrant counts and registrant revenue value by membership. Compare to the same meeting’s previous occurrence and over the past n years.

7. For first-time registrants, show a breakdown of registrant counts and registrant revenue by registrant demographic. Compare to the same meeting’s previous occurrence and over the past n years.

What are the average demographics of the registrants? Are registrant counts significantly lower for certain demographic segments? Are certain demographics trending up or down (e.g., gaining more females, losing more members in the 21-25 age bracket)?

8. For returning registrants (i.e., registrants who have previously attended the same meeting in the past) show registrant counts and total registration fees.

9. For customers who attended last year’s meeting but who have not yet registered for the current meeting, show registrant counts and total registration fees.

10. For customers who attended last year’s meeting who were first-time registrants last year but who have not yet registered for the current meeting, show registrant counts and total registration fees.

11. For customers who attended the same meeting anytime in the past but who have not yet registered for the current meeting, show registrant counts and total registration fees.

12. Show the count of meeting registrants who also purchased a membership with their meeting registration who had been lapsed members.

13. For first-time registrants, show a breakdown by years of membership of registrant counts and registrant revenue value by membership. Compare to the same meeting’s previous occurrence and over the past n years.

Most likely, most of the first-time registrants will be in their first or second year of membership.

14. For first-time, current, and returning registrants, show a breakdown of registrant counts and registrant revenue by marketing information.

15. Show the count of meeting registrants who also purchased a membership with their meeting registration.

16. For first-time and current registrants, show a breakdown of registrant counts and registrant revenue by registration rate, discount and/or payment information. Registration rate will typically identify registrations by one-day, two-day, etc. Compare to the same meeting’s previous occurrence and over the past n years.

17. Show a breakdown of registrant counts and registrant revenue by registration rate, discount and/or payment information. Registration rate will typically identify registrations by one-day, two-day, etc. Compare to the same meeting’s previous occurrence and over the past n years. Do this for returning and non-returning registrants.

18. For customers who attended last year’s meeting but who have not yet registered for the current meeting, show registrant counts and total registration fees.

19. For customers who attended the same meeting anytime in the last five years but who have not yet registered for the current meeting, show registrant counts and total registration fees.

20. For first-time and current registrants, show total registrant counts and total registration fees by primary employer demographics. Compare to the same meeting’s previous occurrence and over the past n years.

21. For customers who attended last year’s meeting but who have not yet registered for the current meeting, show registrant counts and total registration fees.

22. For customers who attended the same meeting anytime in the last five years but who have not yet registered for the current meeting, show registrant counts and total registration fees.

23. For current registrants, show a breakdown of registrant counts and registrant revenue by registration date type. Compare to the same meeting’s previous occurrence and over the past n years.

24. For first-time registrants, show a breakdown of registrant counts and registrant revenue by registration date type. Compare to the same meeting’s previous occurrence and over the past n years.

25. For the current meeting, show total cancellations and registration fees of cancelled registrations by cancellation reason, and compare to the same meeting’s previous occurrence and over the past n years.

26. For the current meeting, show total cancellations and registration fees of cancelled registrations by weeks out, and compare to the same meeting’s previous occurrence and over the past n years.

27. For first-time and current registrants, in descending order, show the percentage of registrants who have registered for x-number of sessions. For example, 20% of first-time registrants have registered for 10 sessions, 40% have registered for 8 sessions, 25% have registered for 6 sessions and 15% have registered for 2 sessions.

28. For first-time and current registrants, in descending order, show the percentage of distinct first-time registrants who have registered for sessions by session class. For example, 80% of registrants have registered for Education sessions, 90% have registered for Entertainment, 45% have registered for Golf and 60% have registered for Chapter sessions.

29. Waitlist analysis: Show the number of registrants waitlisted by session class and the final resolution (did the registrant stay waitlisted, did the registrant transfer to another session, or was the session capacity increased).

30. Show the percentage of customers who attended the previous year’s meeting who have registered for the current meeting. Show this for the past n years.

31. For non-returning registrants, show the percentage who have moved within the past 12 months, or who have had a change in primary employment in the last 12 months.

32. For non-returning registrants, show the percentage who have had a change in membership type in the last 12 months. Show the previous member type and the new member type.

33. Show registration counts for meetings held over the weekend vs. the same type of meeting held during the week.

34. For all active sessions, show registration counts by product or by product class and by registration date type (early bird, regular, late).

35. Show the number of sponsors, the sponsorship product and the total amount of sponsor payments for the current meeting, and compare to the same meeting over the past five years.

36. Show the number of sponsors who have increased, stayed the same or decreased their sponsorship this year as compared to last year, and show the percentage of increase or decrease, and the total amount of increase or decrease.

37. Show the number of employees registered for the meeting for sponsorship companies. Compare this to the last five years.

For the above business questions, you can drill across and/or down by the following dimensional attributes:

Membership

· Member vs. Non-member

· Membership Type

· Years as a Member Bracket

· Chapter membership

· Section membership

Customer Demographic

· Gender

· Age bracket

· Education level

· Job function and industry

· Customer specialty

· Income (individual registrant) or revenue (company registrant)

· Staff size (company registrant)

· Geographic location

o By Census Region, Census Division, State and/or City

o By Coast (U.S.)

o National vs. International

o By Country

o By Continent

o Within x-miles of meeting location

· Industry

· Company revenue

· Staff size

Registration

· Weeks Out

· Cancellation reason

· Registration Frequency

o First Timers

o 2nd Year

o 3rd Year

o 4th Year

o 5th Year

o 6+ years

o 10+ years

o 15+ years

Registration Rate/Payment

· Registration Rate (Rate Structure/Rate Code)

· By payment status (complementary, fully paid, not fully paid)

· Whether company paid or individual paid

· Early Bird, Regular, Late

· Order Method (did order come from web, mailed in form, fax, or call-in)

· Marketing Code