Experiential Marketing Measurement Coalition

What Experiential Marketing Measurement Coalition does

The Experiential Marketing Measurement Coalition (EMMC) is a 501(c)(3) non-profit membership association founded in 2017 by Dax Callner and headquartered at 535 W. 24th St., New York, NY 10011, with a London presence. It functions as the industry-standards body for experiential marketing measurement, publishing measurement frameworks, terminology standards, and survey guidelines that brands, agencies, and technology vendors use to evaluate live event and experiential programs on consistent terms. EMMC convenes its membership through monthly Online Forums, webinars, and an annual conference, and operates as an all-volunteer organization with no disclosed paid staff.

Its membership spans roughly 60 organizations including enterprise brands (Netflix, Visa, Pernod Ricard, Indeed, Live Nation), agencies, and event technology providers, plus a long tail of individual members. Revenue mechanics rely on tiered membership dues: individual memberships priced at $199/year, and two advisory boards capped at 12 seats each at $5,000/year — the Brand Advisory Board (BAB) and the Agency Advisory Board (AAB) — supported by program and event sponsorships and media partnerships with Event Marketer (US) and Event Industry News (UK) and a strategic partnership with the UK's Power of Events.

EMMC does not build or sell software; its "products" are codified frameworks, taxonomy standards, and educational programming. Distribution is primarily direct to members via forums and the annual conference, with extended reach through trade media partnerships. The coalition's strategic posture in 2023-2024 has emphasized transatlantic expansion (UK media and advocacy partnerships) and extension of its measurement scope into DEI outcomes.

Name

Experiential Marketing Measurement Coalition

Legal name

Experiential Marketing Measurement Coalition

Website

https://eventmeasurement.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

EMMC is a 501(c)(3) non-profit membership association that publishes measurement frameworks, terminology standards, and survey guidelines for the experiential marketing industry, serving brands, agencies, and event technology vendors through tiered membership, advisory boards, forums, and an annual conference.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Individual Membership Dues: Annual membership fees of USD $199 per individual, providing access to exclusive content, measurement guides, industry insights, certification programs, and networking.
2. Brand Advisory Board (BAB) Sponsorship: Annual donation of $5,000 for corporations (brands) to place a representative on the Brand Advisory Board, with benefits including event passes, logo recognition, webinar first-refusal, free certification tuition, and two free individual memberships.
3. Agency Advisory Board (AAB) Sponsorship: Annual donation of $5,000 for agencies and suppliers to place a representative on the Agency Advisory Board, with benefits similar to BAB.
4. Program Sponsorship: Donations to support specific EMMA programs including the Educational Certification Program, Annual Survey, Website/Newsletter/Emails, Research Studies, Benchmarking Tool, and custom initiatives.
5. Event Sponsorship: Sponsorship of live and virtual events including the Annual Conference, Webinars, Lunch & Learns, and Networking Events at various investment levels.
6. General Operating Fund Donations: Cash and in-kind donations to support the annual operating fund, as a not-for-profit 501(c)(3) organization.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

EMMC (also known as EMMA) is a 501(c)(3) non-profit industry association that develops standardized measurement frameworks, terminology, and benchmarks for the experiential and event marketing industry. The organization sells individual memberships, corporate advisory board seats, sponsorship packages, and an educational certification program, and publishes measurement guidelines, recommended survey questions, and cost frameworks for event measurement.

Product overview

EMMC (Event Marketing Measurement Association) is a non-profit 501(c)(3) industry association (also known as EMMA) focused on standards, advocacy, and education for event and experiential marketing measurement. Rather than a software platform, EMMC offers a portfolio of membership tiers, advisory board positions, sponsorship programs, and published intellectual property including measurement guidelines, frameworks, and educational certification. The organization provides Individual Membership ($199/year), Brand Advisory Board Membership ($5,000/year), Agency Advisory Board Membership ($5,000/year), Program Sponsorship, Event Sponsorship, and an Educational Certification Program. EMMC also publishes guidance documents and hosts monthly online forums for its members, functioning as an industry body rather than a product company.

Differentiator

Problem solved

Functional benefit

Products and services

• EMMA Individual Membership

Quantifiable outcome

• Surveys targeting 30%+ response rate minimize margin of error for credible measurement
• +1 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Event MarketerflagshipGTM or Marketing Partner · 16 January 2024Event Marketer is the Official U.S. Media Partner of EMMC. The partnership involves quarterly LinkedIn Lives featuring expert panels and new tactical event measurement tools, quarterly columns and updates for Event Marketer's audience, and co-hosting Master Classes at the Experiential Marketing Summit (April 24-26, 2024, Las Vegas). Event Marketer serves an audience of 150,000+ corporate marketers and is part of Access Intelligence's Media & Marketing Group serving 1.5 million marketing professionals.
• Power of EventscoreStrategic or Co-development Partner · 1 January 2023Partnership with the Power of Events, a UK not-for-profit organization, to support improved data analytics across the UK. Collaboration aimed at advancing measurement best practices in the UK events industry.
• Event Industry NewscoreGTM or Marketing PartnerEvent Industry News serves as EMMA's UK media partner, helping to extend EMMA's reach and measurement mission across the UK event industry.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Bizzabo: Event experience platform providing event management, registration, and measurement analytics. Comparable as a player in the broader experiential marketing measurement ecosystem where EMMA sets standards, though Bizzabo is a commercial SaaS vendor rather than a non-profit coalition.
• Splash: Event marketing technology platform offering event creation, management, and analytics tools. Comparable as a vendor in the experiential marketing measurement landscape where EMMA operates as a standards body.
• LiveGauge: Event measurement technology vendor listed as an EMMA member organization. Comparable as an emerging player in the event measurement space, but with a commercial technology platform approach rather than EMMA's standards/advocacy model.

Regional players

• Event Industry News: UK-based trade media serving the events industry and EMMC's official UK media partner. Comparable peer for UK event industry reach and content, though operating commercially rather than as a non-profit standards body.
• Event Marketer: U.S.-based trade media brand and Official U.S. Media Partner of EMMC. Serves the same experiential marketing audience through editorial content, summits, and awards — overlapping reach but operating as a commercial media company rather than a standards body.

Direct peers

• Meeting Professionals International (MPI): Global non-profit association for meeting and event professionals with education, certification (CMP), and community programs. Comparable to EMMA in non-profit membership structure, educational programming, and industry standardization focus for events.
• Professional Convention Management Association (PCMA): Major professional association for the business events industry with education, certification, and community programs. Comparable to EMMA as a peer non-profit membership organization offering education/certification and serving event professionals, though PCMA is much larger and broader in scope.
• Event Management Association (EMA) - UK: UK-based professional association for event managers offering membership, training, and industry standards. Comparable peer as a non-profit membership body serving the events industry with professional development programs.
• International Association of Exhibitions and Events (IAEE): Global trade association for the exhibitions and events industry. Compares to EMMA as a peer non-profit membership body serving event industry professionals, though broader in scope (exhibitions) rather than narrowly focused on measurement standards.
• Power of Events: UK-based not-for-profit organization and EMMC's strategic partner focused on advancing event industry data and analytics. Closest comparable peer — similar non-profit structure, regional scope, and measurement/data mission for the UK events industry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experiential Marketing Measurement Coalition