The Missing Piece in Experiential Marketing: Measuring Impact in the Moments That Matter

Event Marketing — Wed., Apr. 9, 2025

Experiential marketing is making a comeback, with global spending projected to surpass pre-pandemic levels in 2024. Many marketers are investing in immersive activations and brand experiences to build emotional connections and drive loyalty.

B2B marketers are also jumping on the experiential marketing bandwagon, with impressive activations at events like Cannes Lion and Salesforce's Dreamforce. However, traditional metrics like foot traffic and social media mentions don't capture the full impact of these experiences.

To truly understand the success of experiential marketing, brands need to measure shifts in behavior and perception, gather real-time feedback, and use a benchmarked scoring system. This data-driven approach can optimize future activations and give brands a competitive advantage in a crowded marketing landscape.

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