In the events world, there’s one question that never seems to go away: “What’s the ROI?” Measuring the return on investment for an event has long been a challenge. Sure, technology has made it easier to gather data, but it’s still not as simple as tracking digital ad performance. And maybe that’s because there’s more to events than just dollars and data.

Events are meant to make people feel something. So, what if we stopped measuring success solely by financial return and instead considered how deeply attendees felt after an event? Enter: Return on Emotion (ROE).

Why Emotions Matter in Events

According to Brand Revolution, emotions are the driving force behind unforgettable brand-defining moments. And they’re not just a nice-to-have; they’re a necessity. Stanford marketing professor Baba Shiv estimates that a whopping 90 to 95 percent of our decisions and behaviors are shaped by our emotional brain system. If you want to persuade people, you have to tap into what their emotional brain is looking for.

Feelings don’t just influence decisions—they impact learning and memory, too. Experiences tied to emotion are more likely to stick with us. Psychologist Barbara Fredrickson, who studies positive emotions, found that they help us think more expansively and make stronger connections with others. Yet, despite emotions playing such a massive role in engagement, more than half (55%) of meeting organizers admit they struggle to measure them, according to the CEMA Events Maturity Benchmarking Study.

The Five Key Emotions That Drive Business Success

Brand Revolution has identified five core emotions that drive successful event experiences:

• Hopeful: Inspires a brighter future and optimism.
• Adventurous: Sparks excitement and curiosity.
• Active: Energizes attendees to participate and engage.
• Acceptance: Fosters a sense of belonging and inclusion.
• Motivated: Encourages ambition and action.

Measuring ROE in Your Events

Traditional metrics aren’t going away, but adding an emotional lens can provide a fuller picture of success. How do attendees feel during and after your event? Are they excited, inspired, connected? Post-event surveys, social listening, and even in-the-moment engagement tracking can offer insights into emotional impact.

Eventia’s perfect ROE-defining formula: the ratio between the effort and resources you’ve put into designing the event and the emotional commitment and engagement of your attendees. This means that success isn’t just about the money spent—it’s about how deeply the experience resonates with your audience.

Events aren’t just transactions; they’re transformations. When you focus on creating emotionally engaging experiences, you’re not just measuring an event’s success—you’re making it unforgettable.

So, the next time someone asks about ROI, maybe it’s time to flip the script and talk about ROE, instead.

Want to boost your event’s emotional impact? Discover how AI is revolutionizing event personalization and helping create unforgettable attendee experiences.

Need help designing your next immersive event? Let’s make it happen. Contact us today!