Measuring What Matters: Turning Event Data into Decisions Leaders Can Stand Behind

Event data is everywhere, but decision-grade insight is still rare. In this session, senior corporate event leaders share how they’ve evolved event measurement beyond activity reporting and surface-level metrics, and into insight that genuinely supports executive decision-making.

The session opens with two real-world case studies:

Charlotte Mist, Director of Global Events & Strategic Partnerships at Elsevier, shares how she built event measurement from the ground up inside a global organisation, starting with no formal framework, then progressively aligning data capture, reporting, and storytelling to leadership priorities. Her case study explores how credibility, context, and narrative matter just as much as the data itself.

Emma Grant, Associate Director, Events & Outreach at Moody’s, shares how global event teams can establish control and consistency across complex event portfolios by creating a common data language. Her case study focuses on moving from fragmented tools and one-off reporting to structured, comparable insight that supports enterprise decision-making, long-term optimisation, and a shift from tactical delivery to trusted strategic advisory.

Following the case studies, the session transitions into a moderated panel discussion, led by Mark Brewster, CEO at Explori, exploring:

*What senior stakeholders actually expect from event data
*Why many measurement approaches fail to earn trust
*How organisations can design data capture upstream, around decisions rather than reports
*What it takes to scale insight across portfolios, regions, and leadership teams

This session is designed for corporate event and marketing leaders responsible for programmes under real scrutiny, who want to understand how event data can move from reporting outputs to decision-making input.