ROI – Return on Investment and ROO – Return on Objective are the two measurements that the trade show and event ndustry is evaluated on.  ROI is the Gain from the investment minus the Cost of the investment divided by the Cost of the investment. This gives you a clear dollar percentage of your return. ROO, on the other hand, is not based on revenues. Instead ROO is typically measured based on whether their objectives from their marketing/trade show campaign are met rather than by dollars earned. Of those that tracked ROI/ROO reported the above. The main reason for not tracking ROI/ROO was that they were not being asked by their management (26%) while around 12% said they either had not time, no budget or didn’t know how to do the analysis.