How can companies effectively measure the return on investment (ROI) of their virtual events and online communities in terms of customer engagement and loyalty, and what key metrics should they be looking at to determine success in a digital-first environment?

Companies can effectively measure the ROI of their virtual events and online communities by tracking metrics such as attendee engagement, participation rates, lead generation, and customer feedback. Key metrics to consider include conversion rates, social media mentions, website traffic, and customer retention rates. By analyzing these metrics, companies can determine the success of their digital initiatives and make informed decisions to improve customer engagement and loyalty in a digital-first environment.