---
name: event-analytics
description: Analyze event performance data and produce insights, reports, and strategy recommendations. Use when reviewing post-event data, preparing client or executive reports, analyzing attendance and engagement patterns, evaluating session performance, or planning improvements for future events. Triggers on requests involving post-event analysis, event reporting, attendance data, engagement metrics, NPS scores, session performance, ROI analysis, or "how did the event go."
---

# Event Performance Intelligence

## Purpose
Turn event data into insights your clients actually care about — and into decisions that make the next event better. This skill works with any data you have: registration numbers, attendance, session metrics, feedback scores, or even just your own observations.

## When to Use
- Reviewing post-event data to assess performance against goals
- Preparing a client or executive post-event report
- Analyzing session-level performance and engagement patterns
- Mapping the attendee journey to identify friction and drop-off points
- Conducting an ROI or event impact analysis
- Planning improvements for a recurring event based on prior data

## Inputs
- Event data: registration counts, attendance, session fill rates, feedback scores, NPS
- Stated event goals or targets (if set) — if not, industry benchmarks will be used for comparison
- Session-level metrics (attendance, engagement rate, ratings) if available
- Audience: who the report is for (client, internal team, executive leadership, board)
- Any qualitative context: notable moments, speaker feedback, on-the-ground observations

## Quick Reference

### Performance Tiers
- **Exceeded**: Actual beat goal by 10%+ across primary metrics
- **Met**: Within 10% of goals on primary metrics
- **Missed**: More than 10% below goal on one or more primary metrics
- **Mixed**: Hit some metrics, missed others — dig into the split

### Event KPIs by Type
- **Conference**: Registration rate, attendance rate (reg-to-show), session fill rates, NPS, sponsor satisfaction
- **Virtual**: Registration, attendance rate, average watch time, engagement rate (polls, Q&A, chat), replay views
- **Hybrid**: In-person + virtual metrics compared, tech experience ratings, cross-audience engagement
- **Corporate / Internal**: Participation rate, pre/post knowledge scores (if measured), manager feedback, action rate
- **Fundraiser / Gala**: Attendance, dollars raised vs. goal, per-attendee giving, donor retention, new donor acquisition

## Workflow by Task

### Task 1: Post-Event Performance Analysis
1. Review available data: registration vs. attendance, session-level metrics, feedback scores
2. Compare actuals to stated goals (if goals were set — if not, compare to industry benchmarks)
3. Identify what outperformed expectations and likely reasons
4. Identify what underperformed and likely causes (be specific — "low attendance to Session 3" is more useful than "engagement was mixed")
5. Extract 3-5 actionable insights: things the team can actually do differently
6. Recommend format for output: client report, internal debrief, executive summary

### Task 2: Session-Level Breakdown
1. Review session attendance, fill rates, or engagement data
2. Rank sessions by performance across available metrics
3. Identify standout sessions (format, topic, speaker, or timing that worked)
4. Identify weak sessions (and likely contributing factors)
5. Recommend session mix, format ratios, or scheduling changes for the next event

### Task 3: Attendee Journey Analysis
1. Map the journey: registration → pre-event comms → arrival/access → participation → exit
2. Identify where the highest drop-off or friction occurred
3. Evaluate touchpoint effectiveness (email open rates, app adoption, check-in speed, etc.)
4. Recommend specific improvements to each high-friction point
5. Flag any moments that likely created a strong positive impression — and how to replicate them

### Task 4: Client or Executive Report
1. Identify the audience: client vs. internal leadership vs. board
2. Lead with the headline: did we hit the goal? (one sentence)
3. Build the supporting narrative: what happened, what drove it, what it means
4. Include 3-5 specific recommendations for the next event
5. Format for the audience: clients get a clean narrative, leadership gets a numbers-forward summary

### Task 5: ROI Analysis
1. Define the value frame: revenue generated, pipeline influenced, community impact, brand visibility
2. Compare direct costs to measurable returns
3. Name the indirect value (harder to quantify but important to acknowledge)
4. Calculate cost-per-attendee and compare to budget
5. Produce a one-page impact summary suitable for C-suite or board review
6. Connect outcomes to organizational goals — not just event metrics in isolation

## Output Format

**Event Performance Summary**
[1-2 sentence headline: did we hit our goals?]

**What Worked**
- [Item with specific evidence]
- [Item with specific evidence]

**What Didn't Work**
- [Item with honest assessment and likely cause]
- [Item]

**Key Insights**
- [Insight tied to a specific data point or observation]
- [Insight]
- [Insight]

**Recommendations for Next Event**
1. [Specific, actionable change — not generic advice]
2. [Specific, actionable change]
3. [Specific, actionable change]

**For client-facing reports, add:**
**Thank You + Relationship Forward**
[1-2 sentences acknowledging the partnership and pointing to the next opportunity]

## Key Principles

### Honest Over Polished
A report that only shows wins helps no one plan a better next event. Name what didn't work — with enough specificity that it's useful, and enough care that it's not embarrassing.

### Data Supports the Story — It Doesn't Replace It
Numbers without context are noise. Every metric should be paired with: compared to what? What likely caused it? What does it mean for next time?

### The Recommendation Is the Deliverable
Performance data without recommendations is a history lesson. The report is only finished when there's a clear answer to: "so what do we do differently?"

### Match the Depth to the Audience
A client report needs a clear narrative and confident recommendations. An internal debrief needs honest diagnosis and open questions. Know which one you're writing.

## What to Avoid
- Reports that only highlight wins — honest assessment of what didn't work is what drives improvement
- Leading with data tables before stating the headline result — always answer "did we hit the goal?" first
- Using metrics without context — every number needs: compared to what, why it happened, what it means
- Generic recommendations ("improve attendee experience") — every recommendation should be specific and actionable
- Conflating report depth with report quality — a client report needs narrative clarity, not raw data dumps
- Treating ROI as a purely financial calculation — name the pipeline, community, and brand value even when it's hard to quantify

## Tool / System Integration
- **Google Sheets**: Registration and attendance data lives here — point Claude at the file for direct analysis
- **Google Docs**: Generate full report draft here for team review before client delivery
- **Google Slides**: Pull Key Insights and Recommendations into an exec summary deck
- **Notion (if connected)**: Write the retrospective directly into your event debrief page in Notion
- **HubSpot (if connected)**: Cross-reference post-event engagement data with pipeline activity to connect event ROI to revenue
- **OneDrive**: Save event data exports to your `Claude — Skills & Context/References/` folder for easy access each session

## Resources
- `references/event-benchmarks.md` — Industry benchmarks: registration rates, attendance rates, NPS ranges by event type
- `references/past-reports.md` — Previous post-event reports you can reference for comparison or style
- `references/client-preferences.md` — What each client cares about most in their reporting
- `references/roi-framework.md` — Value categories, measurement approaches, and one-page impact template