LONDON — The Event Marketing Measurement Association (EMMA) launched a fully comprehensive event measurement certification course for event and marketing professionals.
The goal of the course, which was developed in collaboration with Storycraft Lab, is to provide industry professionals with fundamentals of measurement around data collection, analysis and reporting to help improve the industry’s ability to measure outcomes and ROI.
The 13-chapter certification course was designed with insights from leaders who have extensive experience measuring events for big-name brands like Amazon, Meta, Google, American Express and more.
“Our biggest pillar of EMMA is education,” said Dax Callner, Founder and President of EMMA. “That’s why we are launching the industry’s most comprehensive training on event measurement that has ever existed. It will be 13 hours of education and people will get a certification at the end that shows they know how to measure, they’re certified and it can help their careers.”
EMMA, a not-for-profit industry association, is dedicated to helping the experiential marketing industry to have access to consistent and credible measurement through standardized core experiential marketing metrics and measurement methodologies.
“EMMA aims to accomplish some goals that are badly needed in the industry. One is establishing standards for event measurement,” Callner said. “That is for exhibitors, but it’s also for all event types to establish a set of standards to help marketers who put on events to protect their budgets with data to support their exhibits and drive continuous improvement. The second is advocacy to make sure we’re building credibility and driving the behavioral change needed for adoption of these best practices and standards.”
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The first four chapters will be released on Sept. 9, 2026, with the remaining nine set to be released in the coming months. The first four chapters of the certification cover:
- Measurement Overview
- The Measurement Process
- Convincing Stakeholders to Invest in Measurement
- The Big 3 Metrics That Matter
Aligned with its core mission, the association has created accessible pricing options for the certification course. EMMA members can register for $149, while non-EMMA members can register for $399. A special bundled price of $348 includes registration for the course as well as a one-year individual membership.
“We are democratizing access to critical knowledge that has been the domain of specialists like me for too long. It’s time to give everyone access to measurement tools and expertise — ultimately helping the industry to unlock its true potential,” Callner stated.
Event professionals can find registration for the course here.
