Event ROI, Decoded: What Stakeholders Actually Want

About this session

When leadership asks for ROI, what are they really asking for?

The truth is, ROI means something different to every function. Finance wants to see dollars. Commercial teams want to see momentum. Medical wants to see meaningful HCP & KOL engagement. And most teams are stuck trying to stitch these stories together from disconnected data points.

(Senior Marketing Operations Manager, Eurofiins) joins

(CEO, Onomi) breaks down how to measure and communicate event ROI in ways that resonate across different leadership levels and functions.

What you’ll learn

• How to define ROI in ways that matter to your CFO, sales team, brand lead, or medical affairs
• How to map event impact over time using a simple 12-month timeline
• How to tell multiple ROI stories from the data such as booth scans, web traffic, and engagement
• How to prove value without adding new tools or tech
• Erica will share a real-world example where her team linked a 17% sales increase to a single flagship event.
• Whether you’re reporting up or rallying internal buy-in, this session will help you turn raw event data into stories that stick.

Speakers

• Erica Gifford — Senior Marketing Operations Manager, Eurofins
• Pierre Metrailler — CEO & Founder, Onomi