Measuring the effectiveness of events and their impact on an audience is crucial in determining ROI.
In the early days of experiential marketing, measuring results was difficult, but thanks to advancements in technology, and a better understanding of event metrics, along with coalitions such as the EMMC and board members like Amanda Lane, results are becoming easier to measure.

Results, results, where art thou’ results? More importantly, how do we measure them? Sure, we drew a large crowd, we ran out of tchotchkes, and we stretched our budget, but does that mean what we sought out to do was successful?

“Measurement is so important in direct marketing, but benchmarking event metrics is especially challenging,” said Strategy & Marketing Analyst Amanda Lane. We couldn’t have said it better ourselves, which is why we’re thankful for the new non-profit, Experiential Marketing Measurement Coalition (EMMC).

The EMMC, launched in 2020, is a non-profit member organization, driving consistent, business-focused measurement across the experiential marketing industry and Opus Agency was one of its first members.

The coalition consists of thirteen board members, and did we mention our very own Amanda Lane happens to be one of them, set to improve the ways we measure events. “As events lead and board member, I plan to help drive EMMC awareness and membership, working closely with the Marketing and Membership leads,” states Lane.

EMMC’s role in the event marketing industry is to set industry baselines and benchmarks to streamline efforts and measure true ROI. We couldn’t be prouder of our very own Rockstar representing on the board and look forward to the impact EMMC will have on our industry.

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