Tag: event measurement

You can’t afford not to measure your trade show or event investment. Without data, there’s no evidence to justify them or make improvements. But measurement doesn’t have to be expensive, argues Dax Callner, founder and president of the Event Marketing Measurement Association (EMMA). “Don’t let cost be a barrier,” he says. “If you’ve got great […]

The earliest post-event surveys in the experiential marketing industry often involved a clipboard, pen and paper, and covered broad-stroke sentiment markers and anecdotal feedback on intent. (Are they “most likely,” or aren’t they?) But the survey has evolved into a strategic evaluation tool that’s designed to maximize that precious feedback time, that’s live-wired to be […]

What does strong event performance look like in 2026? According to the just-released MDG Event Industry Trend Report, Why Events Must Prove Their Value in 2026 and Beyond, “Events are no longer judged by scale, but by value.”

Storytelling is an important part of every successful event. But the post-event story you tell your executives is just as critical.

Research shows that on-site engagement is the second most important metric being tracked and measured among both b-to-b and b-to-c event marketers.