Welcome to Event Measurement Fundamentals - an educational series from the Experiential Marketing Measurement Coalition. The EMMC is a non-profit organization focused on improving measurement across the event marketing industry.
Through this series we will cover a variety of topics, including:
What is event measurement
Defining common terms in event measurement
Types of data
Event measurement process
Why invest in event measurement
As a coalition, the EMMC is focused on standardizing measurement within the experiential marketing industry. Various marketing channels offer different data points. While there are different types of goals and objectives amongst brands, we ought to focus on understanding how the audience perceives the value of an experience, and how these experiences increase the propensity to take action.
Read MoreOn the whole, brands strive to maximize returns, whether that be higher revenues, more members, increased donations or another value-driving result. Marketing, in its many forms, is a critical conduit to realizing those goals. A key question is; how do companies know whether their marketing-mix is effective? And, more importantly, what within their marketing-mix is driving the most significant impact?
Read MoreEMMC members often sling stories around about cancellations or budgets severely cut by stakeholders, who just aren’t seeing the value for what they perceive (accurately) as a high-ticket item: events. Yes, events have the potential to be expensive. Yes, they often don’t reach the scale of traditional advertising. However, the value of events - tangible and intangible - goes well beyond scale and reach, and
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