Why experiential marketing ROI is hard to prove and what marketers and researchers can do about it (Clone)

Experiential marketing has seen a resurgence, with global spending surpassing pre-pandemic levels and reaching $128.35 billion in 2024. The U.S. is leading the way, accounting for 45.5% of that total. Marketers are investing in immersive brand activations because they drive engagement, build emotional connections, and strengthen loyalty. 

But as Dara St. Louis, our EVP & Founding Partner, points out in her recent MarketingProfs article, "there’s just one tiny problem: proving it."

The measurement gap: Why traditional metrics aren’t enough

Many brands still rely on outdated performance indicators like foot traffic and social media mentions to assess the success of their activations. While these metrics provide some visibility, they fail to answer critical questions about experiential marketing:

• Did the experience shift brand perception?
• Did it inspire action or change behavior?
• Was it worth the investment?

As Dara notes, "Without meaningful measurement, brands are playing a very expensive guessing game." To truly gauge impact, companies must rethink how they capture and analyze experiential data.

A smarter way to measure experiential marketing ROI

In the article, Dara touches on the power of Reach3’s Brand Experience Predictor (BXP), a mobile-first, conversational research solution, to enable marketers to maximize the ROI of experiential brand activations. BXP leverages predictive analytics to assess intent to share, intent to engage or purchase, and overall brand impact.

This comprehensive approach allows marketers to go beyond traditional post-event surveys and media impressions by integrating measurement at every stage:

Pre-test brand activations using predictive analytics

• • Before launching an activation, brands can test engagement potential, shareability, and brand impact.
  • Coca-Cola successfully used BXP to fine-tune experiential concepts and optimize their activations.
  • In B2B, pre-event testing helps refine trade show booth designs, keynote topics, and networking strategies to maximize attendee engagement.

In-the-moment consumer feedback for real-time insights

• • Capture immediate reactions through mobile-based engagement tools, including video responses and sentiment analysis.
  • SMS-based surveys and video reels bring experiential data to life, providing instant insights on what’s working and what needs adjustment.

Post-event measurement to quantify behavior change

• • BXP enables brands to re-engage with attendees after an activation to measure brand lift and shifts in consumer perception.
  • A single BXP Score helps benchmark activations across different campaigns, markets, and years, ensuring brands continuously refine and improve their experiential strategies.

By leveraging BXP’s normative database, brands can compare their activations against industry benchmarks, optimize future experiences, and ensure their marketing investments drive real business outcomes.

Dara emphasizes that today’s brands need to move beyond anecdotal feedback and embrace a data-driven approach. "We’re past the era where ‘It was a great event’ counts as valid proof," she writes. Emerging technologies are revolutionizing how brands measure impact.

The takeaway for researchers and experiential marketing pros?

Stop guessing. Start measuring. Because in today’s crowded marketing landscape, the brands that create—and optimize—memorable experiences will come out on top.

To learn more about how Reach3’s Brand Experience Predictor can help you measure and maximize your experiential marketing impact, check out this page or watch our masterclass webinar on experiential marketing.