Using Data to Drive Event & Business Impact 

Today’s stakeholders want proof, not promises. In this 60-minute webinar, an expert panel of corporate and association professionals shares how they transform raw metrics into high-level wins. We’ll demystify which data points really matter, like pipeline contribution, engagement depth, per-attendee spend, and sentiment scores, and show how to link them to revenue, retention, and brand objectives. Learn practical techniques for setting data-backed targets, interpreting insights in real time, and pivoting mid-campaign. You’ll also hear proven change management tactics for packaging findings into concise data stories that earn C-suite confidence, budget, and action.  

By the end of the webinar, participants will be able to: 

1. Identify high-value quantitative and qualitative data points that align with business and event goals. 
2. Map metrics to targets and set clear, attainable benchmarks. 
3. Use live and post-event insights to improve attendee experience, marketing spend, and revenue. 
4. Build concise data stories for executives that spotlight return on investment, risks, and next steps. 
5. Navigate change-management hurdles and secure buy-in across leadership and cross-functional teams. 

Meet the Speakers

PANELIST

JESSA FOOR, CME
Founder and Senior Consultant, PerFOORm Marketing

Jessa Foor, CME, is equal parts strategic powerhouse and spirited adventurer. By day, she’s a seasoned and certified association marketing and communications executive with more than 15 years of experience leading high-performing, data-driven marcomm teams and strategies at professional organizations like the National Association of Federal Credit Unions (NAFCU), the American Institute of Aeronautics and Astronautics (AIAA), and National Business Aviation Association (NBAA)—where she’s masterminded award-winning marketing and communications campaigns, launched new events, reimagined brands, and drove millions in revenue growth.

Her work has been recognized by GDUSA, Association of Marketing and Communication Professionals (AMCP), and Telly Awards—but she’s most proud when her campaigns simply help people connect, grow, and lead.

PANELIST

Leslie Hasvold 
Senior Director of Corporate Events, Programs, and Customer Advocacy, Cloudflare 

Leslie Hasvold has been in the Bay Area event industry for 25 years, and her career has spanned from small surgeon trainings to large scale technical user conferences. She has had the pleasure of working across the globe and in all elements of the event programming cycle. She is a member of the CEMA Advisory Board of Directors and has established herself as a leader in her organizations both literally and by virtue of her breadth of expertise.  

PANELIST

Kevin Kirberg 
Director of Meetings, American Society of Anesthesiologists 

Kevin Kirberg is a passionate association leader with more than 20 years’ experience in designing and implementing organization-wide events in the association and higher education industries.  Kevin has served the American Society of Anesthesiologists (ASA) for more than ten years, where he currently leads the organization’s Meetings and Events team in implementing more than 50 events annually, including the ASA annual meeting, ANESTHESIOLOGY, the world’s largest scientific anesthesiology meeting which attracts more than 12,000 clinicians, specialists, and healthcare leaders each year.  Kevin also has experience overseeing medical association governance and advocacy meetings and has directed conference centers in both the association and higher education environments.  Currently, Kevin serves on the Customer Advisory Boards for Visit Indy, SF Travel, Hyatt and Encore.  He is active in a several professional associations including Professional Convention Management Association (PCMA), Meeting Professionals International (MPI), International Association of Exhibitions and Events (IAEE) and the American Society of Association Executives (ASAE). 

MODERATOR

Vinnu Deshetty 

Vinnu Deshetty is your trusted expert in event data analytics, ROI strategies, and event technology. With nearly 30 years of experience and her background as a former founder of an event company, Vinnu is dedicated to making data more human, transforming numbers into meaningful insights that create extraordinary experiences. Whether she’s teaching Event Measurement & Analytics at the PCMA Event Leadership Institute or inspiring audiences at industry conferences, she empowers you to leverage data to achieve organizational success. Recognized as a BizBash Event Tech Innovator and a celebrated voice in the industry, Vinnu blends innovation with collaboration to deliver impactful results. As a member of the ASAE Professional Technology Advisory Council, she continues to advance tech-driven solutions, always with the goal of helping you exceed expectations and craft events that truly resonate.