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What does it take to prove the true impact of an event?
For years, event marketing has struggled with measurement. Unlike digital campaigns, where clicks and conversions are easy to track, live experiences require a more nuanced approach.
Few understand this challenge better than Dax Callner. As a leading strategist, he has helped Amazon, Meta, Samsung, Google, and Microsoft craft and evaluate high-impact campaigns. As the Founder and Board President of the Experiential Marketing Measurement Coalition (EMMC), he is setting industry standards for how event success is measured.
In this post, we dive into Dax’s expert insights on:
✅ The four key event success metrics every event professional should track.
✅ The latest tools in event measurement and how to use them effectively.
✅ The future of event measurement, from AI-driven insights to social impact.
The Imperative of Measurement in Experiential Marketing
From Digital Producer to Event Success Measurement Advocate
Dax Callner’s journey into event measurement was unplanned—it evolved from his early career in digital media. In 1999, he landed his first agency job in Santa Monica, California, at a company that later became Jack Morton Worldwide.
With no prior event experience, he was hired as a digital producer because he had been coding websites on his own. His turning point came when a colleague overheard him advising a client; “You’re more of a strategist than a producer.”
That observation shifted his career toward strategy—and ultimately, event measurement.
His passion for truth-telling through data became the foundation of his work.
The 4 Critical Metrics Every Event Professional Should Track
Dax believes that every event should be measured across four key areas:
1. Brand Perception Change
Did the event improve attendees' opinion of your brand?
“Events should be changing people’s minds and making them feel better or more affinity for the brand.” Dax Callner.
📊 Key Metric: Leverage pre- and post-event surveys asking attendees to rate statements like:
This brand is innovative.
I feel more connected to this brand after attending the event.
2. Behavioral Change
Attendees should leave the event with a clear action in mind—whether it’s making a purchase, signing up for a service, or adopting a new business approach.
“No one wants to waste their time. If we give value to the audience, the business gets value back.” Dax Callner.
📊 Key Metric: Use surveys measuring intent-to-act, such as:
How likely are you to buy as a result of this experience?
Will you implement the strategies you learned today?
3. Attendee Value
If attendees don’t feel the event was worth their time, engagement and retention will suffer.
📊 Key Metric: A simple 1-5 rating scale asking:
How would you rate the value of this event for your time spent?
4. Social Impact (Sustainability, Accessibility, DEI)
The best events don’t just drive business results—they also create a positive impact.
“If we invite someone into our house, we need to show them some hospitality.” Dax Callner.
📊 Key Metrics:
Surveys assessing attendees’ experience with event accessibility, carbon footprint per attendee, landfill waste per attendee.
The Power of Real-Time and Post-Event Analytics
Dax highlights the importance of real-time feedback, rather than waiting until after the event.
💡 Best Practice: Use event apps and live polling tools to gather quick feedback immediately after sessions.
📊 Example: Push a notification right after a session, asking attendees to rate the content on a 1-5 scale. This ensures more accurate feedback rather than relying on memory days later.
Technology’s Role in Event Measurement
Dax highlights three essential tools for tracking engagement:
1️⃣ Survey Tools (e.g., SurveyMonkey, Google Forms) – Essential for gathering structured post-event feedback.
2️⃣ Live Polling (e.g., Slido, Mentimeter) – Engages attendees and collects insights in real time.
3️⃣ Behavioral Tracking – Uses mobile signals to map attendee movement within a venue, providing insights into session engagement and booth traffic.
🚨 Beware of Misleading Data!
One common mistake? Over-relying on dwell time (how long someone spends in a session or booth).
Sustainability & Accessibility: The Next Frontiers in Event Measurement
Brands must go beyond business goals—events should create a lasting positive impact.
🌍 Sustainability Key Metrics:
✅ Carbon emissions per attendee (based on flights, venue energy use, etc.).
✅ Landfill waste per attendee (minimizing event waste and maximizing recycling efforts).
📢 Pro Tip: Work with sustainability partners who can help track and reduce your carbon footprint.
🔍Accessibility Best Practices:
✅ Ask attendees about accessibility needs before the event.
✅ Provide quiet spaces for neurodiverse attendees.
✅ Offer audio descriptions for visually impaired guests.
✅ Ensure venues are fully wheelchair accessible.
Final Thoughts: The Future of Event Measurement
🔮 What’s Next? The future event metrics will expand beyond traditional business goals to include:
✅ Community impact – How events benefit local economies.
✅ Well-being metrics – Tracking attendee stress levels & engagement.
✅ AI-driven analysis – Automating real-time data insights.
But one thing won’t change—the need for honest, truthful data.
“If we don’t measure events honestly, we can’t improve them. We need data that tells the truth, even if it’s not what we want to hear.” Dax Callner.
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