Reliability in numbers: global agency initiative to champion better event marketing measurement

As we see significant investment by brands in digital events and experiences, amid a period of seismic change for the meetings and events industry, a new affiliation of event marketing companies is launched. Two years in the making, the Experiential Marketing Measurement Coalition (EMMC) will dedicate itself to promoting better measurement practices across the industry.

“There were two factors impacting this public launch of the EMMC,” says founder and chairman Dax Callner (pictured), strategy director at UK-headquartered Smyle. “With the industry pause comes a moment to rethink everything: how can we return to live events with new ways of working to make them better for everyone involved? And also, what we are experiencing with virtual events is the flood of data that comes from digital. That’s requiring some event people to get a lot more data-savvy.”

In addition to Smyle, agencies involved in the EMMC include Freeman, GPJ, GES, InVision, ImpactXM, RedPeg Marketing and DRP (visit for a complete list of participating companies).

The EMMC will be welcoming individual members and corporate brands. It says benefits to membership include access to global benchmark data against key shared metrics, a certification process in conjunction with the UK Centre for Events Management at Leeds Beckett University and a public platform to promote better measurement of experiential marketing efforts.

The EMMC says its association of normally competing companies has coalesced because members believe that better measurement practices will enable the experiential marketing industry to come back stronger and smarter than ever before.

Agencies wishing to find out more about joining can visit: or contact Dax Callner,