Measure what matters – innovations in event measurement

How do we measure events? It’s a question that has never truly been answered by the events industry or the brands it serves. Until now.

2021 has seen the launch of the Experiential Marketing Measurement Coalition – a non-profit member organisation whose aim is to drive effective measurement across the industry and set in place a new standard of marketing measurement. The coalition brings together a cohort of top agencies and event teams from across the Atlantic to define what has previously been un-definable on an industry scale.

In this session, three (dare-we-say competitive) agency elites will debate event measurement. What are the challenges to measuring “event success”, why NOW is a crucial turning point for experiential marketing and what does event measurement really look like?