Event ROI & Post-Event Reporting Course

Course overview

This two-day programme gives event, marketing and communications teams a structured way to evaluate their work. It covers objectives, data collection, ROI and Return on Objectives (ROO), reporting and continuous improvement through exercises and event case studies.

Programme: Strategic Event Insights: ROI, KPIs & Post-Event Reporting

Which course should I choose?

Choose Event ROI & Post-Event Reporting for evaluation fundamentals, data collection, budget review and a post-event report. Event ROI Analytics & Attribution adds pipeline tracking, integrated data and attribution dashboards.

Compare Event ROI Analytics & Attribution →

What you will learn

• Set SMART event objectives and KPIs aligned with business goals.
• Design feedback, survey and engagement measures that capture useful evidence.
• Assess financial and non-financial value using ROI and ROO concepts.
• Build post-event reports and lessons-learned plans for future improvement.

Course outline

Explore the 8 modules covered in the programme. The sequence and emphasis can be tailored to participant needs.

Day 1 | Foundations of Event Evaluation & Performance Measurement

1. 01

   Understanding Post-Event Evaluation

   Success beyond attendance, common reporting mistakes and linking event outcomes to organisational objectives.

   • Explain why post-event evaluation needs to go beyond attendance.
   • Recognise common reporting mistakes and gaps in evidence.
   • Link event outcomes to the objectives of the organisation.
2. 02

   Setting Event Objectives & KPIs

   SMART objectives, measurable indicators and alignment with business goals.

   • Write SMART event objectives and define measurable KPIs.
   • Select indicators that reflect the intended event performance.
   • Align the measures with business goals and stakeholder expectations.
3. 03

   Event Data Collection Techniques

   Quantitative and qualitative data, surveys, feedback, audience engagement and stakeholder responses.

   • Combine quantitative and qualitative event data.
   • Design surveys and feedback methods that capture useful responses.
   • Track audience engagement, participation and stakeholder feedback.
4. 04

   Analysing Event Performance

   Interpreting data, audience satisfaction, operational performance, strengths and gaps. Includes evaluation-template and KPI exercises.

   • Interpret the collected data and assess audience satisfaction.
   • Identify the strengths and gaps in the event experience.
   • Review operational performance alongside the event objectives.

Day 2 | ROI Reporting & Strategic Event Improvement

5. 05

   Understanding Event ROI & Value Measurement

   ROI versus ROO, financial and non-financial outcomes, and tangible and intangible value.

   • Distinguish return on investment from return on objectives.
   • Assess financial and non-financial outcomes.
   • Identify tangible and intangible value in the event results.
6. 06

   Budget Analysis & Cost Evaluation

   Event expenditure, cost-benefit analysis, revenue, sponsorship and profitability.

   • Analyse expenditure and the main cost components of the event.
   • Use cost-benefit analysis to examine value.
   • Evaluate revenue, sponsorship and event profitability.
7. 07

   Developing Professional Post-Event Reports

   Report structure, clear findings, dashboards and visual reporting for management and stakeholders.

   • Structure a post-event report around clear findings and useful evidence.
   • Present results through dashboards and visual reporting tools.
   • Adapt the report to management and other stakeholder needs.
8. 08

   Turning Insights into Future Improvements

   Lessons learned, improvement strategies and future planning, with a reporting simulation and ROI presentation.

   • Use a lessons-learned framework to identify practical changes.
   • Build an event improvement strategy and strengthen future planning.
   • Present the findings and use discussion and feedback to refine the recommendations.

Who this course is for

Event managers and coordinators, Marketing teams, Corporate communications, PR and stakeholder teams, Sponsorship managers.

Before you join

Consider an event you need to evaluate and the decisions a report should support. An anonymised event objective, budget example or feedback summary can provide useful context for the workshop.

How to join this Event ROI & Reporting course in Malaysia

This event ROI training is for event managers, marketing, corporate communication and sponsorship teams who need to prove the value of their events. You set event KPIs, evaluate results and prepare a clear post-event report.

• Public class: Join a small group of 3–10 participants at a professional venue, with direct trainer interaction and a certificate of participation. Ask ISDS about the next available session.
• In-house training: Arrange the 2-day course for your team at your office or chosen location, shaped around your objectives and participant profile.
• HRD Corp (HRDF) arrangements: This course is HRD Corp (formerly HRDF) claimable. Claims are arranged through our partner, Orange Revolution, and ISDS confirms the claim arrangements with your quotation.
• Fees and dates: Request a quotation with your preferred dates and number of participants. ISD Solution is based in Klang, Selangor, Malaysia.

Send a training enquiry →

Your trainer

Annette Yeo

An entrepreneur, event professional and corporate trainer with more than 20 years of experience. Her work spans event management, branding, marketing and customer engagement across Malaysia, Singapore and Southeast Asia.

Trainer availability is confirmed for each programme.

Get the full course brochure

View the full outline, learning outcomes and learning approach in the PDF, download a copy, or have it emailed to you.