Return on Investment in Meetings and Events

CHAPTER 9

Monetary Benefits, Costs, and ROI

To calculate the ROI, two additional steps are necessary: calculating the monetary benefits by converting data to monetary values and tabulating the fully loaded costs of the meeting or event. While results at lower evaluation levels are important, converting the positive outcomes into monetary amounts and weighing them against the costs of the meeting are more valuable from an executive viewpoint. This is the ultimate evaluation level in the framework presented in Chapter 2.

This chapter presents the techniques to convert data to monetary values. The good news is that most measures that matter have already been converted to money and are considered standard values. If they are not available, several ...