post-event-measurement

name	post-event-measurement
description	Post-event measurement: compute ROI against the goal/KPIs set up front (revenue/pipeline, cost per attendee, sponsor renewal, NPS) — not vanity attendance — and run the debrief while it is fresh so lessons feed the next event.

Post-Event Measurement

Measure against the goal you set, and debrief while it's fresh.

ROI against the up-front goal

Goal	The metric that proves it	Vanity substitute to avoid
Revenue	Net revenue, ticket + sponsorship vs fully-loaded cost	Gross ticket sales
Pipeline / demand	Qualified leads, opportunities, pipeline value, cost per lead	Badge scans
Community / loyalty	NPS, return-intent, engagement, advocacy	Raw attendance
Education	Completion, assessment lift, satisfaction	Session sign-ups

Rule: the success metric was chosen before the event for a reason — don't swap it afterward to flatter the number. ROI divides outcome by fully-loaded cost, not gross.

The debrief (within days)

• Funnel actuals vs target (reach → register → attend).
• Budget actual vs plan, including where contingency was spent.
• What broke, what the plan-B caught, what had no plan-B.
• Sponsor fulfillment + renewal signal.
• 3-5 carry-forward lessons for the next event.

Anti-patterns

• Reporting attendance instead of the goal's KPI.
• Debriefing "next quarter" — the detail is gone by then.
• ROI that ignores fully-loaded cost.

Output via ../../templates/post-event-report.md. The KPIs come from ../design-event-plan-and-budget/SKILL.md; funnel actuals from ../registration-and-attendee-ops/SKILL.md.