Having problems getting (or retaining) exhibitors for your virtual or hybrid event? The problem may be that exhibitors don’t fully understand how to utilize the measurement potential of the virtual environment. According to the Virtual Events Review & 2010 Forecast, a survey compiled by EXPO sister organization the Event Marketing Institute, about 40 percent of event marketers track quantitative metrics such as event traffic and the number of qualified leads. Only one quarter of marketers also track learning impact and the change in brand perception or preference resulting from virtual events. The takeaway? Make sure exhibitors understand every possible way they can measure their virtual event presence.