Retention Risk Diagnostic Quiz

Find your retention risk

Six quick questions about how your event tracks, retains, and grows its audience. There are no right or wrong answers — just respond honestly, and you’ll get a tailored diagnostic the moment you finish.

How do you currently track retention?

We actively track year-over-year attendee retention by segment (new vs returning vs lapsed).

We focus mostly on total registrations and acquisition.

We don’t formally track retention.

We look at returning attendee percentages, but not deeply segmented.

When attendees don’t return, do you know why?

We rely on post-event surveys from attendees who showed up.

Yes — we conduct post-event objective alignment and follow up with lapsed attendees.

We assume it’s budget or travel constraints.

We don’t have structured insight into non-returners.

What drives your marketing investment?

Heavy acquisition leading up to registration open and early bird.

We rely primarily on past attendee loyalty and list promotion.

A balanced mix of acquisition and retention campaigns year-round.

Mostly short-term pushes to hit numbers as registration approaches.

How confident are you that attendees leave having met their core objective (learning, networking, commerce)?

Unsure — we measure NPS but not objective completion.

Somewhat confident — we assume strong programming drives satisfaction.

Not confident — we focus more on logistics and overall attendance.

Very confident — we design around stated objectives and measure peak moments.

What is happening with your audience composition?

We are seeing legacy attendees retire and replacement isn’t keeping pace.

We see gradual generational shift but haven’t adapted significantly.

We are successfully attracting and retaining Millennials and Gen Z.

Our core audience is aging, but acquisition has kept numbers steady.