Sponsored Webinar ROI Dashboard

The Challenge

The publisher's sales team was selling sponsored webinar packages to major industry vendors, but had no way to close the loop between a sponsor's investment and the downstream business impact. Sponsors wanted to know the question every marketer asks: "Did people who attended my webinar actually buy my products?"

Answering that question required connecting data across multiple disconnected systems—webinar platforms, feedback forms, CRM data, and purchase records. It was an incredibly complex measurement problem, and without a solution, the sales team was relying on attendance numbers alone to justify premium webinar pricing. That wasn't enough to drive repeat sponsorships at scale.

Our Approach

We designed an end-to-end measurement system that tracks the full journey from webinar attendance to product adoption, presenting the results in a clear, interactive dashboard that sponsors and internal stakeholders can access directly. The goal was to make ROI self-evident—not buried in spreadsheets or dependent on manual analysis.

What We Built

1. Custom post-webinar feedback forms with variable parameters that automatically configure each form to the appropriate webinar, sponsor, and product set—capturing structured purchase intent, product interest data, and buying timeline indicators in a way that's easy for attendees to complete.
2. Structured data pipeline that codes, organizes, and stores all feedback data in Google BigQuery, creating a clean, queryable dataset that links attendee responses to specific webinars, sponsors, product categories, and downstream purchase indicators.
3. Custom interactive dashboard in Looker Studio that allows sponsors and internal stakeholders to see webinar ROI expressed in plain dollar figures—broken down by individual webinar, sponsor, product category, attendee segment, and multiple other configurable factors.

The Impact

Sponsors could finally see the direct revenue impact of their webinar investments in a self-service dashboard. For the publisher, this became a powerful sales tool—concrete ROI data that justified premium webinar pricing and drove repeat sponsorships. The system also surfaced insights about which webinar formats, topics, and audience segments generated the highest sponsor ROI, informing the entire webinar product strategy going forward.