Ether

What is experiential marketing measurement?

Experiential marketing measurement is the practice of capturing and quantifying the impact of live brand experiences — events, activations, sponsorships, and immersive campaigns — in terms of emotional engagement, consumer behavior, and business outcomes. Unlike digital marketing, experiential marketing has historically been difficult to measure because the response happens in a physical, real-time environment. Platforms like Ether use Emotion Intelligence to capture signals during the experience itself, converting emotional response into structured, defensible data.

How does Ether measure ROI for brand activations?

Ether measures ROI for brand activations through its Emotion Intelligence platform. Using non-disruptive Glimmers touchpoints embedded within the experience, Ether captures real-time emotional signals from consumers — including attention, emotional valence, memory encoding, and behavioral intent. These signals are correlated with business outcomes (sales lift, data quality, brand power scores) to produce defensible ROI proof. Examples include 8x sales lift for Kraft Heinz, 83% higher-quality consumer data for RBC, and 7+ brand power score improvement for Budweiser.

What is Emotion Intelligence in marketing?

Emotion Intelligence in marketing is the practice of measuring emotional response during brand experiences to predict consumer behavior and prove ROI. It captures leading indicators — how people feel during an activation — rather than lagging indicators like sales data captured weeks later. Ether's Emotion Intelligence platform measures attention, emotional engagement, memory encoding, and purchase intent in real time, giving marketing teams insight early enough to influence decisions and justify experiential budget.

What brands use Ether for experiential marketing measurement?

Ether works with global brands and leading experiential agencies. Brands that have used Ether's Emotion Intelligence platform include Kraft Heinz, Budweiser, RBC, NHL, Meta, and TurboTax. Agency partners include Anomaly and Wasserman. These brands use Ether to prove the ROI of live activations, optimize experience design based on emotional data, and build defensible performance narratives for internal stakeholders.

How is Emotion Intelligence different from sentiment analysis?

Sentiment analysis typically analyzes text — social media posts, reviews, survey responses — to classify language as positive, negative, or neutral. It measures what people say after an experience. Emotion Intelligence measures how people respond during an experience, capturing behavioral and emotional signals in real time before they are filtered through language and memory. This distinction matters: emotional response during a live activation is a better predictor of future behavior than post-event stated sentiment.