--- title: "New Metrics for New Meetings" id: "61297" type: "post" slug: "new-metrics-for-new-meetings" published_at: "2023-10-30T18:19:17+00:00" modified_at: "2026-07-11T18:07:03+00:00" url: "https://associationsnow.com/2023/10/30/new-metrics-for-new-meetings/" markdown_url: "https://associationsnow.com/2023/10/30/new-metrics-for-new-meetings.md" excerpt: "Conference attendance is getting closer to pre-pandemic levels, but much has changed. New approaches to data are essential for maintaining growth and promoting a meeting’s value." taxonomy_category: - "Meetings / Events" taxonomy_post_tag: - "Associations Now" taxonomy_content_format: - "Article" taxonomy_role: - "Director" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » New Metrics for New Meetings Part of the Deep Dive[Meetings Transformed](https://associationsnow.com/deep-dives/meetings-transformed/) As associations return to a regular rhythm of meetings, they have more attendee data to work with. But some aspects of attendees’ lives have changed substantially since the pandemic, which means marketing professionals have had to adjust how they connect with potential attendees, and what data they use to do so. For instance, consider this new data point: “Registered, did not attend.” Rich Vallaster, DES, CEM, director of marketing, trade shows & events at A2Z Events, notes that associations did a necessary thing during the heart of the pandemic by making it easier for attendees to cancel their registration if they caught a late-breaking case of COVID or another issue arose. But associations that have maintained those policies will need to keep working to draw an attendee’s interest in an event even after they’ve registered. “We used to consider success as registration—you signed up for the event, we’re done,” he said. “But there’s a shift post-pandemic in that I’ll sign up for events and may not go. As marketers, we have to think about messages like, ‘You should come,’ even if we know you’re signed up. You need to stay front and center to make sure they see the event’s value.” This level of uncertainty is a prompt for marketers to think more about personalization, segmentation, and overall data hygiene. The Plastics Industry Association, for instance, is preparing for its first tradeshow since 2018, which has required a lot of data cleanup. “We can’t rely on people from 2018 still being in the industry in 2024,” said Damaris Piraino, director of trade show marketing at PIA. For example, while PIA is preserving some of its demographic breakdowns for marketing, particularly by industry, it’s also taking a closer look at those who have been committed attendees in the past and those who are newer members who might attend for the first time to determine how to better support both groups. [Mark Athitakis](https://associationsnow.com/author/mark-athitakis/) Mark Athitakis, a contributing editor for Associations Now, has written on nonprofits, the arts, and leadership for a variety of publications. He is a coauthor of The Dumbest Moments in Business History and hopes you never qualify for the sequel. [More articles by this author](https://associationsnow.com/author/mark-athitakis/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [An Invitation for Everybody](https://associationsnow.com/2023/10/30/an-invitation-for-everybody/) - [Develop a Winning Sponsorship Strategy](https://associationsnow.com/2023/10/30/develop-a-winning-sponsorship-strategy/) - [Help Attendees Make Lasting Connections](https://associationsnow.com/2023/10/30/help-attendees-make-lasting-connections/) - [Irresistible Allure: How Glitzy Locales Energize In-Person Events](https://associationsnow.com/2023/10/30/irresistible-allure-how-glitzy-locales-energize-in-person-events/) - [What Meeting Pros Need to Know About Generative AI](https://associationsnow.com/2023/10/30/what-meeting-pros-need-to-know-about-generative-ai/) - [How to Get DEI Buy-In From Stakeholders](https://associationsnow.com/2023/10/30/how-to-get-dei-buy-in-from-stakeholders/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/meetings-transformed/) ## You Might Like - [PodcastAssociations Now Presents: Beyond the Contract: Building Stronger Destination PartnershipsSeptember 24, 2026](https://associationsnow.com/2026/09/24/associations-now-presents-beyond-the-contract-building-stronger-destination-partnerships/) - [VideoMelvin Tennant, CAE, President & CEO of Meet Minneapolis, Welcomes You to Great Ideas 2026September 2, 2026](https://associationsnow.com/2026/09/02/melvin-tennant-cae-president-ceo-of-meet-minneapolis-welcomes-you-to-great-ideas-2026/) - [VideoASAE TV Daily Recap: Final Day at the 2026 ASAE Annual Meeting & ExpositionAugust 24, 2026](https://associationsnow.com/2026/08/24/asae-tv-daily-recap-final-day-at-the-2026-asae-annual-meeting-exposition/) - [VideoTerin Bates, MBA, CAE, CX-PRO, Shares Her Experience at the 2026 ASAE Annual Meeting & ExpositionAugust 18, 2026](https://associationsnow.com/2026/08/18/terin-bates-mba-cae-cx-pro-shares-her-experience-at-the-2026-asae-annual-meeting-exposition/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2023%2F10%2F30%2Fnew-metrics-for-new-meetings%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !