Event attendees are presumably invited to an event based on their perceived potential value to the event sponsor.  Often, the only pre-event measure of value is the individual’s presence on an arbitrary list of potential attendees.  The meeting, then, becomes a golden opportunity to learn more about attendee interests and gauge their potential value more accurately.

That’s where Ontrac Scoring comes in. The tool can be used to collect information useful in refining attendees’ profiles and representing each attendee’s perceived value as a score.

Specifically, Ontrac Scoring aggregates any data gathered at the event about attendee interaction and experience– session and exhibit attendance, surveys, social, etc.  Then, the tool applies its proprietary scoring system to measure the attendee’s FOCUS, ENGAGEMENT and SENTIMENT.

The most common application for this tool is lead scoring in a sales environment; however, scoring attendees based on their focus, engagement and sentiment is useful for all types of meetings across all industries.

A few examples:

• After an employee training meeting, Ontrac Scoring could display scores based on actual test results, instructor observations of attendees’ interactions, and attendee requests for information or social media comments.
• Pre- and post-test results can be compared to quantify the effectiveness of the curriculum and speaker

To illustrate, consider how Ontrac Scoring would benefit a company that wants to score leads for marketing and sales.

• After the event, the sponsor has profiles and scores on every participant. 
• A quintile ranking allows the sales team to focus on those leads that have the greatest likelihood to close.
• With improved intelligence on prospects’ interests and sentiment, marketing and sales can convert a greater proportion of verified opportunities.   Also, the time to close a sale is shortened—resulting in more revenue sooner.
• Top management can now measure the value of the event by tracking leads through the “sales funnel” and ultimately attributing sales revenue to specific events that furthered the sales process.
• With measurable revenue attributed to specific events, funding for future marketing events will be easier to justify and validate.