Return on objectives, not ROI.

distinction — attributed to Nicola Kastner

Traditional ROI models ask the event to justify itself in isolation. That framing fails because events do not operate in isolation. They influence the conditions under which revenue is created, which means measuring them against broader organizational objectives is more honest than measuring them against a self-contained financial return.

The measurement framework that separates strategic events from events treated as line items.

measurement, ROI, return-on-objectives, evaluation