Strengthening Industry Collaboration for Smarter Event Analytics
Event Marketer has announced the renewal of its strategic media partnership with the Experiential Marketing Measurement Coalition (EMMC) for a third consecutive year, reinforcing their shared commitment to advancing event measurement and analytics across the experiential marketing industry.
Originally launched in 2024, the collaboration has become a key initiative for helping event professionals better track, evaluate and optimize the success of live experiences. As the official U.S. media partner of the EMMC, Event Marketer will continue delivering educational resources, research-driven insights and peer-to-peer learning opportunities for marketers involved in business events, trade shows and consumer activations.
New Educational Initiatives Planned for 2026
As part of the renewed partnership, Event Marketer will once again host a quarterly LinkedIn Live series featuring expert panels and the launch of practical event measurement tools developed in collaboration with the EMMC. These sessions are designed to help event marketers implement measurable performance frameworks and gain actionable insights from live event data.
The EMMC will also contribute quarterly thought leadership columns and updates to Event Marketer’s audience, offering the latest developments in event analytics best practices and measurement methodologies.
Additionally, the coalition will bring its expertise to the Experiential Marketing Summit 2026, scheduled to take place from May 18–20 in Las Vegas, where event professionals from around the world will gather to discuss innovation, strategy and the future of experiential marketing.
Launch of Performance IQ Newsletter
A major highlight of the expanded collaboration is the launch of Performance IQ, a brand-new newsletter focused exclusively on event measurement insights, performance benchmarks and actionable analytics strategies.
The newsletter aims to provide event marketers with data-backed intelligence that can help prove ROI, optimize campaigns and strengthen stakeholder confidence in experiential investments.
Leadership Perspectives on the Partnership
Kerry Smith, President of Event Marketer, emphasized the importance of industry-wide collaboration around measurement standards.
He noted that event measurement remains one of the most critical aspects of experiential marketing success and requires shared tools, resources and perspectives to drive meaningful progress. Smith added that deepening the partnership with the EMMC will allow Event Marketer to deliver more practical insights that directly support event professionals in today’s rapidly evolving marketing landscape.
Dax Callner, President of the EMMC, echoed this sentiment, highlighting the role of credible measurement in protecting and growing the experiential marketing sector.
He explained that data serves as a vital source of truth, helping organizations tell compelling stories about event performance and business impact. According to Callner, Event Marketer is an ideal storytelling partner to inspire broader adoption of measurement practices across the industry.
Event Marketer’s Longstanding Measurement Leadership
Event Marketer has long championed event measurement excellence through its editorial coverage, conferences and industry awards.
Its magazine and digital platform feature thousands of case studies and expert articles showcasing measurement best practices from leading global brands. For over 24 years, its flagship Experiential Marketing Summit has included workshops and discussions focused on building stronger measurement frameworks.
Meanwhile, Event Marketer’s prestigious awards programs, including the Ex Awards and Experience Design Awards, continue to evaluate entries heavily on demonstrated business impact and measurable return on investment.
Driving the Future of Experiential Marketing
With this renewed partnership, Event Marketer and the EMMC are further solidifying their role as leading advocates for data-driven experiential marketing.
As brands increasingly seek measurable outcomes from live events, the collaboration is expected to provide essential tools and education that empower marketers to prove value, improve performance and shape the future of event strategy through smarter analytics.
