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January 8, 2007
PCMA and Starwood Hotels and Resorts Worldwide
Launch MeetingMetricsSM
Toronto, Ontario – January 8, 2007 – The Professional Convention Management Association (PCMA) and Starwood Hotels and Resorts Worldwide announced today the launch of MeetingMetricsSM on February 1, 2007. Developed by GuideStar Research, MeetingMetricsSM is a comprehensive meeting performance measurement service. It offers a new way for meetings professionals to show value to their organizations by measuring Return on Event (ROE). PCMA members have exclusive access to MeetingMetricsSM for eight months.

“MeetingMetricsSM gives our members a tangible way to measure the impact of their meetings,” said PCMA CEO & President Deborah Sexton. “Thanks to our partnership with Starwood Hotels and Resorts Worldwide, PCMA is able to offer exclusive access to this valuable new service to our members for eight months which will raise the level of professionalism in the meetings industry.”

“MeetingMetricsSM provides ROE reports suitable for CFO and CEO reviews,” said Ira Kerns, managing director and principal consultant for GuideStar Research. “The information is based on 25 years of pre-event and post-event survey results from corporate clients such as Johnson and Johnson, Audi, Abbott Labs, and American Express.”

MeetingMetricsSM is simple to use and consultants will guide users through the process. A demonstration of MeetingMetricsSM may be seen at the I-Zone: Innovation in Action on the 800 Level of the PCMA Plaza during the 2007 PCMA Annual Meeting at the Metro Toronto Convention Centre, January 7-10.

“MeetingMetricsSM consultants are highly qualified, experienced research professionals. Most are Ph.D.-level organizational and behavioral psychologists,” said Kerns.

MeetingMetricsSM uses pre-event and post-event surveys to determine shifts in understanding, attitudes, perceptions, abilities, and commitment levels and behavior of meeting attendees. It measures the psychological as well as the financial impact. ROE reports use comparisons of pre-event and post-event survey data to demonstrate exactly how well an event performed in achieving its objectives.

“The meetings professional will be able to use the information to design their meetings to connect with and satisfy their clients’ needs - producing a high-impact and highly successful event,” said Kerns. “MeetingMetricsSM is a quick, efficient, low-cost method of assuring that an event will deliver high-value for attendees and achieve the client's strategic meeting objectives.”

Only PCMA members will be able to subscribe to MeetingMetricsSM in the next eight months. They will have access to online research and reporting tools developed exclusively for the use of meeting planners. This user-friendly system includes the MeetingMetricsSM proprietary inventory of over 500 proven, customizable pre-event and post-event survey questions, benchmark questions, meeting indices and a custom-branded, real-time Online Report Center for point-and-click selection and development of meeting results reports available 24/7 online.

“When a meeting professional has used the service for a few meetings, they will have absorbed a new set of strategic meeting communication skills which enables them to redefine their role in their organization,” explained Kerns. “They may reposition themselves as a provider of key information and recommendations on the content and strategies of meeting design.”

For more information on MeetingMetricsSM, visit or contact Stacey Shafer at or 312.423.7215.

The Professional Convention Management Association (PCMA) is the professional resource center and premier educator for the meetings and convention industry. Founded in 1957, PCMA represents the interests of meeting management executives from associations, non-profit organizations, corporations, independent meeting planning companies, and multi-management firms who recognize the importance of meetings to their organization. PCMA empowers members with the tools they need to succeed as meeting professionals and to promote the value of the industry to their organizations and the general public. Headquartered in Chicago, PCMA has 16 chapters throughout the United States and Canada. For additional information, please visit the PCMA Web site at

The role of the PCMA Education Foundation is to support the mission of the PCMA through fundraising and grant giving focused on education and research that will benefit the meetings and conventions industry. Established in 1985, the Foundation supports educational programs to improve professionalism in the meetings industry and to provide a university-level meeting management curriculum. The Foundation funds educational programs for meeting managers, hotels, convention and visitors bureaus, and other members of the meetings industry. It also conducts ongoing research of industry issues and concerns. The Foundation continually funds new programs to encourage the highest levels of professionalism in the meetings industry.

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