MEETEvent Industry News · 1h ago
EMMA Publishes First Measurement Standards for the Industry
Executive Brief
The 30-second read
The Event Marketing Measurement Association has released the industry's first universal standards for B2B and B2C event metrics. These guidelines establish a consistent methodology for evaluating experiential marketing ROI across diverse global sectors.
- 01Introduction of Core Event Metrics provides a standardized framework for universal industry adoption
- 02Standards apply to both business-to-business and business-to-consumer external-facing events
- 03Simplified measurement protocols aim to harmonize global event and experiential marketing data
- 04Release marks EMMA's first public effort to establish consistent performance benchmarks
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The Event Marketing Measurement Association (EMMA, formerly EMMC) today announced the publication of Core Event Metrics and Survey Standards – it’s first public release being made available for universal adoption across the event and experiential marketing industry. The standards document provides a universal, simple, and meaningful approach to measuring both B2B and B2C external-facing events […]