Analysis of results and collected data

At the end of each exhibition, the company must proceed to analyze the data collected to judge the progress of the event and evaluate the investment faced to participate.

To do this, the company must carefully follow three different steps:

1) Data collection
2) Analysis of collected data
3) Exposition of the judgments that emerged

To proceed with the analysis, the company must acquire all the information gathered during the exhibition, such as:

– Documents relating to the discussions held with the new contacts acquired;
– Statistical data of visitors to the fair and those of visitors to the stand
– Final report of the fair body;
– Press review of articles and news regarding the event;
– Opinion of the team inside its stand.


QUANTITATIVE ANALYSIS – analysis of participation in the fair, analyzing:

– The number of contacts received per day
– Contacts based on geographical origin;
– The various contacts obtained by market sector;
– The contacts obtained for the total number of visitors per sector.


QUALITATIVE ANALYSIS – another analysis that must be performed, observing:

– The type of customer (old / new customers, interested parties, suppliers, competitors, press, job requests)
– The topics of interest;
– The criticisms and suggestions on setting up the stand;
– The positive and negative impressions communicated by visitors;
– The opinions of the collaborators.



It is important that the company draw a relationship between the costs incurred and the contacts activated during the event. The cost for each generic contact is obtained by making a relationship between the investment faced and the number of visits received at the stand. It can be even more significant as data related to new contacts. The economic evaluation also allows identifying possible factors to be developed and improved for other future investments.

Finally, the company proceeds to draw up a “balance sheet report” on the participation, reporting the characteristics of the event in which it took part and the evaluations that emerged. It is essential to understand if the fair in which he has exhibited is the most suitable for his goals and the markets he wants to turn to: the fair itself is both a powerful marketing tool, but used in the wrong way is just a waste of resources. The results that will emerge will allow the company to learn industry trends, develop new ideas and take cues for important strategic decisions.