Planners know business events are strategic business assets, but too often their value is measured with fragmented metrics that fail to resonate with senior leadership. As pressure mounts to justify spend, planners need clearer, more credible ways to demonstrate ROI.

In this Skift Meetings Backstage Briefing, we’ll explore how data transforms events from cost centers into growth drivers. We’ll discuss how to define ROI across multiple stakeholders, measure brand visibility beyond impressions, and connect event activity directly to pipeline and revenue outcomes. We’ll also examine how experts benchmark performance across event portfolios, communicate results to the C-suite, and use insights to make smarter strategic pivots.

If you’re responsible for proving the business value of events — whether owned, sponsored, or third-party — this session will give you the insights you need to do it with confidence.