Employee Event Measurement: EMMC Guidance
Internal events can be critical drivers of business impact - from sales recognition events to internal product launches to training-focused events, a company’s employee events need to be treated with the same respect as external customer and prospect experiences.
The Experiential Marketing Measurement Coalition (EMMC) provides measurement guidance to the events industry. This executive summary highlights our recommended areas of measurement for internal events. More detailed and prescriptive guidance is available to EMMC members.
Behavioral impact
In the planning stages of the event, the team should identify:
What specific behaviors are desired
What data is needed to understand how well behavioral impact was achieved
Pre- and post-event survey questions can then help to understand changes in behavior impacted by the event.
Business alignment
Most internal events include discussions about the business and its future. The goal is almost always to drive a sense of alignment with the company’s direction. Event survey questions can help ascertain alignment of the audience to business plans and priorities.
Cultural impact
Internal events need to embody, reinforce and sometimes evolve a company’s culture. We suggest asking culturally relevant questions before and after the event to understand changing perceptions.
Participant value
One of the EMMC’s core metrics is tied to attendee value for time. We believe that all attendees should feel an event was a good use of their time.
“Please rate the value received for your time spent at this event on a scale from 1 to 5.”
Social Impact
We want to make sure that all employees are able to access what they need to, and get equitable value from internal events, regardless of who they are. Please see our DEI guidelines for more detail.
Internal events should also adopt the same sustainability standards and metrics as external events.
Event performance
Measuring the performance of an event is tied to distinct characteristics of the event and ensuring they are delivering as hoped. This means setting objectives for and measuring elements like:
The quality of content being delivered
The quality of networking activities
The impact of educational content on skill development
The flow of people through an environment
Etc.
We hope this guidance is helpful, and wish you great success in measuring your internal events!