Genevieve Leclerc and Michael J. Shapiro discuss the new ImpactAIQ platform at IMEX America
#MEET4IMPACT, a nonprofit that has been working with clients since 2019 to measure and communicate event value and outcomes, has partnered with event-tech platform Gevme on an AI-assisted solution to better automate the process. The companies jointly launched the new ImpactAIQ platform at IMEX America last week, along with collaborators Business Events Montreal and the IMEX Group.
The new platform is meant to provide a scalable framework to organizations to more effectively track event outcomes, as well as to streamline what has been a painstakingly manual process to this point.
#MEET4IMPACT has been working with destinations, associations and event organizations, in Canada and internationally, to measure outcomes and better communicate value to stakeholders. That value goes well beyond economic impact and looks at the longer-term effects an event has on a destination or community, and the changes that result over time — from knowledge and skills acquired to resulting partnerships, innovation or growth. Such intangibles can be challenging to quantify, and the arrival of a technology platform could substantially ease the process.
"Bringing technology into the impact space has been a game-changer," said #MEET4IMPACT founder and CEO Genevieve Leclerc, "not only to accelerate it, but just for the clarity and the ability to handle complexity — which a human can do with a lot of work, a lot of time and a lot of effort." While the platform requires human expertise and oversight, it offers the potential of substantial time savings and a centralized data hub and a common point of reference for all stakeholders.
Helping to communicate value
ImpactAIQ has been designed to connect intent, data collection, analysis and reporting, providing what Leclerc calls a 360-degree view of event impact. And crucially, it can help change mindsets, encouraging stakeholders to more clearly identify event objectives at the outset so they know what data to track afterwards.
"A lot of people want to measure the impact of their events, but they haven't planned the impact of their events," Leclerc pointed out. "So if you don't have clear objectives of what you want your event to achieve, you won't know what you're looking for. You won't know what kind of data to collect. The platform actually helps people decide early on what they want their outcomes to be."
ImpactAIQ makes it possible for organizations to:
- Move beyond reporting attendance to evaluate social, cultural, economic and environmental outcomes
- Analyze qualitative data such as surveys, interviews, documents and video
- Align event goals with community and organizational priorities
- Report specific effects of interest to sponsors, funders and partners
- Use findings to implement strategic changes for future events
Reaping the benefits of collaboration
Business Events Montreal has been a valuable partner in the development of ImpactAIQ, providing key test cases such as sporting events where the desired outcomes are well defined and organizers know what they want to measure. The IMEX Group eagerly partnered as well, and will offer key insights into how to scale the platform for large exhibitions. IMEX Group CEO Carina Bauer is hopeful the organization will be able to share an impact report at the end of 2027 — after baseline data is established this year so progress can be assessed next year.
The true value of the platform will only become evident over time, as many event outcomes could be years in the making.
"An event might be in town for three days and then leave," said Leclerc. "Who's left behind to be witnessing what the event has cultivated? The event was just a seed planted, but the collaborations and the triggers that it will have catalyzed in the community stay behind. So the destination partners are the ones who are going to be witnessing these impacts for months or years to come."
To coincide with the launch of ImpactAIQ, Leclerc joined us in the Northstar Meetings Group studio at IMEX America to discuss the objectives for the platform and her thoughts on the benefits and challenges of event-impact measurement in general.