EMMC Begins a Bold New Era as EMMA
The event marketing and experiential industry is entering a transformative new chapter as the Experiential Marketing Measurement Coalition has officially rebranded as the Event Marketing Measurement Association.
The new identity reflects the organization’s expanded vision to serve event and experience professionals worldwide while reinforcing its position as the industry’s leading nonprofit association focused exclusively on event and experiential measurement.
Alongside the rebrand, EMMA has announced the launch of the industry’s first comprehensive event measurement certification course, designed to elevate professional standards and strengthen measurement expertise across the global events sector.
The rebranding marks a major milestone for the association, which has spent the past seven years building its reputation as the event industry’s foremost advocate for measurement standards, ROI education, and performance accountability.
A New Name Reflecting a Broader Industry Mission
Previously known as the Experiential Marketing Measurement Coalition, the organization built its foundation by promoting best practices in measurement for experiential campaigns and live events.
The transition to Event Marketing Measurement Association signals more than just a name change. It represents a broader mission to support a wider community of professionals across all event disciplines, including corporate events, brand activations, trade shows, conferences, exhibitions, and experiential marketing campaigns.
By adopting the EMMA identity, the association is emphasizing inclusivity, professional development, and a stronger focus on measurable business impact.
The organization remains committed to helping the global event industry thrive by equipping professionals with the tools, frameworks, and educational resources needed to prove event performance through credible and actionable data.
Major Announcement Made at Experiential Marketing Summit 2026
The official rebrand announcement was made during the prestigious Experiential Marketing Summit, held from 18–20 May in Las Vegas.
The summit has long been recognized as one of the event industry’s most influential educational gatherings, with a 24-year history of championing measurement, ROI education, and event innovation.
It also serves as a longstanding collaboration platform between EMMA and Event Marketer, the founder of the Experiential Marketing Summit.
The announcement underscored the continued partnership between the two organizations and their shared commitment to advancing measurement education across the event marketing landscape.
Leadership Highlights Importance of Measurement Evolution
Speaking about the rebrand, Dax Callner described EMMA as more than a new name.
He explained that the rebrand represents a declaration of where the event industry needs to go in the future.
According to Callner, data has become one of the most powerful tools available to event professionals, offering truth, clarity, and compelling insight into event performance and business impact.
He emphasized that EMMA’s new certification programme, updated identity, and strategic partnership with Event Marketer are all designed to make it easier for event professionals to tell that performance story with confidence and credibility.
His remarks reflected the growing recognition that event measurement is no longer optional but essential for demonstrating ROI, securing stakeholder buy-in, and guiding strategic event decisions.
Launch of Industry’s First Event Measurement Certification Course
At the center of EMMA’s expanded mission is a major educational initiative: the launch of the event industry’s first full-scale event measurement certification course.
The new programme consists of 13 comprehensive modules, developed using decades of expertise contributed by EMMA’s global network of event measurement practitioners.
The course is designed for both early-career professionals and experienced event leaders who want to strengthen their understanding of event measurement methodologies.
Participants will gain practical skills in defining measurable objectives, selecting performance indicators, collecting credible event data, analyzing results, and producing actionable reports that clearly communicate business value.
This structured learning pathway addresses one of the event industry’s most pressing challenges: creating standardized approaches to measurement that are both practical and trusted by stakeholders.
Certification Designed to Strengthen Professional Credibility
Upon successful completion of the programme, participants will receive an official EMMA certification credential that can be displayed on professional profiles and resumes.
This credential is expected to become a valuable industry benchmark for professionals seeking to demonstrate expertise in event measurement and ROI reporting.
The certification also supports organizations looking to build stronger internal measurement capabilities and improve event strategy through data-driven decision-making.
Pricing for the programme has been structured to encourage broad industry participation.
EMMA members will be able to access the course for $149, while non-members can enroll for $399.
Registration details and the official course launch date are expected to be announced soon.
Raising Standards for the Future of Event Measurement
The launch of EMMA reflects a larger shift taking place across the events industry, where measurable performance outcomes are becoming central to planning, execution, and long-term strategy.
As brands, agencies, and event organizers face increasing pressure to justify budgets and prove business impact, professional measurement education has never been more important.
By rebranding and introducing a dedicated certification programme, EMMA is positioning itself as the global authority for event measurement excellence.
Its renewed focus on education, standards, and professional development is expected to shape the future of event marketing accountability and help event professionals worldwide build stronger, data-backed success stories.
