Increasingly, brands are moving towards more experiential marketing — sparking engagement and interactions with customers that create brand connections. It’s not a new concept, of course. Plenty of brands have used ground-level tactics to meet customers one-on-one, but the traditional approaches pale in comparison to the experiential marketing campaigns of 2016. Embracing innovation in marketing, and proving the value of a new — and less measurable — tactic is not a task for the faint of heart. If your business is making bold strategy plans for driving engagement, you need marketing performance analytics that tell a compelling story and reveal true impact. What are today’s marketing analysts measuring as their businesses dive into experiential marketing?