Rethink how you define success in events. Move beyond attendance, production value and sponsorship metrics to focus on what truly matters—impact, behavior change and long-term value.

Explore how a Theory of Change approach can reshape event design by starting with the desired outcome. Clarify what you want attendees to think, feel and do differently—and design experiences that deliver those shifts.

Examine the fragmentation across the industry and its effect on impact and advocacy. Consider how a more connected and purposeful approach can strengthen both your events and the wider industry.

Learning outcomes:

Shift measurement of success from outputs to meaningful outcomes such as behavior change and long-term impact

Apply a Theory of Change approach to design more purposeful events

Identify ways to strengthen collaboration and shared direction across the industry

Data matters—but what are we really measuring at events? Explore the idea that you can have a Joy Meter at an event. Consider the data IMEX and partners collect and learn why event metrics tied to engagement—and yes, joy—make a positive impact on the bottom line. Understand how you can apply this refreshing measurement to your events.

Learning outcomes:

Analyze opportunities for data collection and analysis

Demonstrate how to develop measurements that matter

Design your own joy metrics

This session is approved for the following certifications.

* ICCA Skills Domain CICS/CICE: 0.5

* CMP/CEU Approved: Domain L: Evaluation Process, 0.5 credits

* CSEP Approved