Where are you going?

"Would you tell me, please, which way I ought to go from here?"
"That depends a good deal on where you want to get to," said the Cat.
"I don't much care where –" said Alice.
"Then it doesn't matter which way you go," said the Cat.

You know you are an event geek when this quote makes you think of event measurement. If you don't know your success metrics or objectives, any event can be a success (or failure for that matter)!

Define success early in your planning so you know what you need to accomplish andhow to shape your survey questions. But if the goal of the event is to increase sales, you'll need a viable way of correlating sales to the event. If you know that's not possible to correlate, then find another success metric.