Instead, our goal was awareness, partnerships and networking. Despite what the marketing experts will tell you, you can’t measure any of these.
Sure, we measured what we could like responsible marketers. And if we got a sale or two that week, great. But the success of this event wasn’t going to be measured in short-term analytics or immediate sales. These weren’t our goals. And setting unrealistic goals or expectations is a recipe for disappointment and failure.
H/T to Blog Mutt. Over on Medium, they walk through the benefits of event sponsorship that go beyond directly tangible numbers. Even though they're self-proclaimed, big fans of data.