Ассоциация EMMA запустила первую в отрасли сертификацию по измерению эффективности мероприятий

Industry's First Event Measurement Certification Now Available Event Marketing Measurement Association opens registration for comprehensive training program addressing measurement skills gap for trade show and event professionals September 4, 2026 The Event Marketing Measurement Association (EMMA) opened registration for its Event Measurement Certification Course, the first certification program focused on event measurement. The 13-chapter course covers measurement fundamentals, data collection, analysis and reporting. EMMA developed the program with Storycraft Lab, a learning experience design firm. Course creators include EMMA leaders with experience measuring events for Amazon, Meta, Google, Toyota, American Express, HSBC, KPMG, Mars and Bayer. EMMA priced the certification at $149 for members and $399 for non-members. The nonprofit said the pricing structure aims to make measurement training accessible across the industry. "We are democratizing access to critical knowledge that has been the domain of specialists like me for too long," said Dax Callner, EMMA founder and president, who has previously worked on event strategy at Sparks, GES, Jack Morton Worldwide and Smyle. "It's time to give everyone access to measurement tools and expertise — ultimately helping the industry to unlock its true potential." EMMA founder Dax Callner developed the program with Storycraft Lab, a learning experience design firm. Photo: EMMA Each chapter includes instruction, practical exercises and a short exam. Participants who complete the course receive a certification credential. EMMA partners supporting the program include Exhibitus, FastSensor, GES, Hamilton, Hill & Partners, ipme, Spiro and Zenus AI. EMMA, formerly EMMC, is a nonprofit focused on standardizing event measurement metrics and methodologies across the experiential marketing industry.