For too long, experiential marketing has carried the stigma of being ‘hard to measure’. Unlike digital campaigns that serve up dashboards of reach, click-through rates and conversion lift, live events and activations were often judged by surface metrics: badge scans, footfall or anecdotal feedback.
Those indicators are not meaningless, but they rarely capture the deeper ways live experiential engages audiences, influencing brand strength, community connection and long-term growth.
Today, that’s no longer enough. In industries such as sports, aerospace, pharma and luxury – where the Middle East is seeing remarkable investment – marketers are asking tougher questions: Did this activatio
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