Events are more measurable than ever before.

In the past, events were a black box for most marketers. It was challenging to measure event attendance, let alone calculate event ROI. Today, event management platforms can measure many metrics of a successful event in real time. Even better, some platforms can integrate tools to attribute live event performance to revenue, customer retention or press mentions.

Marketers who are just starting out can access powerful event planning tools capable of measuring event performance. Eventbrite, which is free to use for free events, is a good option for those just starting out. There are also many alternatives for readers planning more sophisticated events. These platforms make it easier for small-business owners to organize and measure a successful event by integrating with services like Google Analytics, Hubspot and Salesforce.