Event Management technology has enabled companies to better manage complex enterprise-wide meeting related processes, spend, volumes and policies while collecting a vast amount of valuable attendee and event data. One of the most profound benefits of this technology is that it has nearly rendered spreadsheets and conference binders obsolete. However, we often forget that it can be used to improve the attendee experience as well. It seems that SMM technology that can quantify the Return On Events (ROE) and attendee engagement is now playing an important role in bringing back the relevancy of in-person meetings.