The meteoric rise of artificial intelligence has enabled the industry to focus on collecting the right data—and make it actionable. Marketers are prioritizing metrics that inform strategic decision-making. They’re using new, and much improved, technology and taking cues from neuroscience. As a result, they’re gathering meaningful intel from, and about, their audiences, then reimagining their events based on attendees’ needs.
Indeed, a new ROI era has dawned. So we’ve surveyed marketers and scanned the measurement landscape to find out how refined metrics, AI-optimized tools and an evolving landscape of influence are changing the way experience builders work to prove a tangible return on their investments. This is event measurement in the AI age.
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This story appeared in the Fall 2024 issue
