Return on Investment in Meetings and Events

CHAPTER 10

Intangible Benefits

The results of meetings and events include both tangible and intangible measures. The tangible measures are converted to monetary values and included in the ROI calculation. Intangible measures are the benefits (or detriments) directly linked to a meeting that cannot or should not be converted to monetary values. By definition, from the guiding principles of the ROI Methodology, an intangible benefit is a measure that is purposely not converted to money (i.e., if a conversion cannot be accomplished with minimum resources and with credibility, it is left as an intangible). Table 10-1 lists common examples of these measures. Some measures make the list because of the difficulty in measuring them; others because of ...