The Event Marketing Measurement Association’s three-metric framework and verbatim survey questions are now free to download.
The Event Marketing Measurement Association (EMMA, formerly EMMC) today announced the publication of its “Core Event Metrics and Survey Standards” guide. 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 and activations. It gives marketers three core metrics and a set of vetted, ready-to-use survey questions that can be dropped into virtually any post-event survey with no measurement background required.
The three, core metrics are:
—> Value to the audience: putting the quality of the attendee experience front and center
—> Anticipated behavioral change: driving the behaviors that matter to the business
—> Brand perception shift: confirming the experience contributes to positive perceptions of the brand
“Measurement standards only work if everyone can use them,” says Dax Callner, EMMA founder and president. “It’s time for the industry to adopt simple, universal standards—ultimately allowing for global event benchmarks, something EMMA is also working on.”
Alongside the core questions, the playbook includes guidance for using Net Promoter Score and Event Net Promoter Score as important satisfaction measures. The Core Metrics and Survey Questions playbook is available to download now for free here: eventmeasurement.org/standards.
A New Event Measurement Certification Course
The release of the playbook is aligned with Chapter 4 of EMMA’s Event Measurement Certification course, which dives into key measurement topic areas, including the core metrics framework. Created by leaders at EMMA, the course offers practical experience measuring events for brands like Amazon, Meta, Google, Toyota, American Express, HSBC, KPMG, Mars, Bayer and many others. Learn more here.
About EMMA x Event Marketer
In 2024, Event Marketer and the Event Marketing Measurement Association joined forces to provide experiential marketers with important tools and resources to help them track and measure the success of their events. As the official U.S. media partner of EMMA, Event Marketer supports the rollout of new education, research and peer-to-peer initiatives for corporate event marketers working across business events, trade shows and consumer activations.
