An exciting new ebook—“Event Evaluation: How to Measure the Effectiveness of Planned Events”—officially launches at IMEX America. We reached out to Dr. Maksim Godovykh, the book’s author and chair of the MPI Research Advisory Board, to learn more.
What is the focus of your new book?
The book “Event Evaluation: How to Measure the Effectiveness of Planned Events” is a comprehensive guide to understanding, measuring and enhancing the impact of events. I’ve tried to cover the full cycle—from why we measure to what should be measured, how to collect and analyze data and how to apply findings. The focus is on equipping MPI members, event planners and other stakeholders with practical tools to demonstrate accountability; improve design; create lasting value for attendees, sponsors and communities; and, ultimately, make our events more effective.
What work/research did you undertake in order to create this ebook?
On the one hand, the book builds on more than a decade of my research and over 300 events that I have personally organized. At the same time, I certainly did not apply every tool in practice, like the majority of event planners. So, I collected and summarized information from research, literature reviews, case studies and practitioner insights. As a result, the book draws on academic studies, industry frameworks, practical examples and emerging trends such as AI-driven analytics, hybrid events and sustainability evaluation.
Dr. Maksim Godovykh
Why do you feel it was important to create and share this ebook now, in 2025?
The timing is critical because our industry is once again at a turning point. Stakeholders are demanding stronger evidence of value, while technology provides new ways to collect and interpret data. Post-pandemic event models have diversified—hybrid, virtual, micro and sustainable events all require fresh evaluation methods. I believe 2025 is the right moment to provide professionals with a unified, practical framework that bridges academic rigor with industry application, helping them justify investments and design better experiences. It was also a perfect situation for me this summer—perhaps for the first time in years—to step back, systematize knowledge and insights and organize them into a series of books and publications.
You’re leading two sessions during IMEX America about this new ebook, right? When/where are those sessions taking place?
Yes. The first presentation will be on Smart Monday, Oct. 6, at 3:45 p.m. during the education program, and the second will be on Wednesday, Oct. 8, at 3 p.m. at the MPI Booth. I am also taking part in the IMEX Faculty Program, though those sessions will cover different topics.
Can you share one or two key takeaways you hope event professionals learn from the ebook?
Event evaluation is not just about counting attendees or balancing budgets—it’s about demonstrating the broader impact of events on emotions, learning, relationships, well-being, communities and sustainability. Second, I believe evaluation should be integrated into the entire event lifecycle, from planning to reporting, so results drive continuous improvement.
