Analytics

Principles⁠

Measure the work you already record⁠

Numbers should come out of the events, proposals, hours and invoices you enter anyway. A report that needs its own data entry is a report nobody keeps up.

Margin is the number that matters⁠

Revenue tells you how busy you were. Margin tells you whether it was worth it. Purchase costs, staffing hours and package prices belong in the same view as the total.

Look at the funnel, not just the wins⁠

Enquiries, proposals sent, proposals signed. The shape of the drop-off tells you more about next quarter than the revenue you already booked.

Per account manager, not just per company⁠

Events are won and run by people. Seeing conversion and margin per account manager is what turns a company average into a conversation you can actually have.

The anomaly should find you⁠

Nobody opens a dashboard to discover that a margin collapsed. A scan that looks for the unusual and raises it is worth more than a chart waiting to be read.

One digest beats ten dashboards⁠

A short daily summary of what changed, what is overdue and what needs a decision keeps people informed without asking them to go looking.

Practices⁠

Watch revenue and conversion together⁠

Booked revenue and proposal conversion in one view, for the quarter or for all time, so a good month with a falling win rate does not read as good news.

Break the event down⁠

See where the money went per event: venue, food, drink, staffing, suppliers. The breakdown is what makes the margin figure actionable.

Compare your account managers⁠

Conversion and margin per person, ranked. Useful for coaching, and for spotting the accounts that are quietly unprofitable.

Follow the funnel from enquiry to signature⁠

Count what came in, what you quoted and what closed, so you can tell a demand problem from a quoting problem.

Track hours against the plan⁠

Planned hours next to approved hours per event. The gap is where your staffing estimates need adjusting, and it is invisible if the two live in different systems.

Let the figures roll up overnight⁠

Totals are aggregated on a schedule so opening a report is instant, rather than a query that recalculates your whole history while you wait.

Get told when something moves⁠

An automatic scan looks for unusual margin, cost and payment patterns and raises what it finds, so a bad trend surfaces in days rather than at year end.

Read the daily digest⁠

One summary each morning: what came in, what is due, what is waiting on you. Most days that is all the reporting anyone needs.

Export when you need to model⁠

Pull events, registrations or hours to a spreadsheet for the period you choose, for the questions a fixed report will never answer.