EMMC to release measurement tools for event marketers


The marketing industry’s leading authority on event measurement and analytics, the Experiential Marketing Measurement Coalition, or EMMC, has launched an initiative to help drive effective measurement across the event marketing industry.

EMMC LinkedIn series

The new offering includes a series of quarterly LinkedIn Live events, with the first instalment being held 21 February.

These sessions will feature educational expert panels and the release of new tactical event measurement tools.

In addition, the EMMC is set to co-host Master Classes focusing on measurement best practices for events and brand experiences at the 2024 Experiential Marketing Summit, which will take place in Las Vegas 24-26 April.

“Our mission is to drive consistent, credible measurement for all events and experiences,” said Dax Callner, President of EMMC.

“This initiative will help us define and promote measurement methodologies and metrics for brand experiences.”

The launch forms part of a new partnership with marketing publication, Event Marketer, which will also see the organisations create and publish thought-leadership content around measurement and analytics for brand experiences.


The EMMC is a not-for-profit industry association dedicated to driving consistent, credible measurement across the experiential marketing industry.

The coalition believes that consistent, outcome-focused measurement is critical to protecting and growing the industry.

Its mission is to standardise core experiential marketing metrics and measurement methodologies, aggregate and share anonymous benchmarks and promote the effective measurement of all experiential marketing programs, globally.

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