# Event impact report · [Event] · [Product] · [30-day / 90-day] · [Date] **Owner:** [PM] **Sources:** [CRM, product analytics, support, survey, analyst and press coverage] **Measures set before the event on:** [Date] ## Summary [Three sentences: what we announced, what changed, how confident we are] ## Results by level | Level | Measure | Target | Result | Evidence | |---|---|---|---|---| | 1. Reaction and planned action | Session ratings; intent to adopt | | | | | 2. Learning | Lab completions; certifications | | | | | 3. Application | Preview or feature activations within 30 days by attending accounts | | | | | 4. Business impact | Pipeline created and accelerated, attendees vs matched non-attendees; product outcome metrics among adopters | | | | | 5. ROI | Attributable margin vs the product's share of event cost | | | | | Intangibles | Analyst note tone; press accuracy on readiness labels; share of voice | | | | ## Isolating the event's effect - Comparison group and how it was matched: - Other things that changed in the same period: - Confidence in the difference (high / medium / low) and why: ## Claim drift | Source (ticket, call, review) | What the customer expected | Actual readiness | Action taken | |---|---|---|---| | | | | | ## What we'd change next time 1. 2. 3.