The Webinar Blog recently completed a small survey of 50 organisations, mostly from the USA, on the effectiveness of webinars. Asked whether they formally measure webinar effectiveness, 32% of respondents answered ‘always’, 16% ‘frequently’ and 26% ‘occasionally’. So whay isn’t effectiveness measured in every case? Of those who do not measure, 46% said it was too hard to establish measurable criteria, 36% said the results cannot be clearly linked to the webinar and 30% said that nobody has asked for it!
Of those who do measure, 40% found that webinar benefits definitely outweigh the costs and 30% felt they probably did. The remaining 30% did not know, which is strange given that they do the measuring. Those who did no formal measurement were asked for their gut feel about whether benefits outweighted costs. Of these 43% said ‘definitely’ and 45% said ‘probably’.