ZENUS® Joins EMMA to Champion Data-Backed Event Measurement
Austin, TX – November 1, 2026
As a new EMMA member, Zenus will champion ethical AI data and objective analytics to drive data-backed decision-making across the global events industry.
ZENUS® has officially joined the Event Measurement Metrics Association (EMMA) to advocate for increased measurement standards. This collaboration empowers the meetings and events space to adopt attendee tracking and behavioral analytics combined with an
array of other data collection methodologies.
Zenus’ inclusion in EMMA reinforces a mutual commitment to advancing analytics capabilities for event professionals. The organization focuses on establishing best practices for measurement, ensuring that event organizers and exhibitors can evaluate their return on investment with precision. By introducing its privacy-first technology into EMMA’s collaborative framework, Zenus aims to replace subjective feedback with verifiable metrics.
“We are proud to join EMMA and support their mission for better event analytics,”
said Panos Moutafis, Ph.D., Co-Founder and CEO of Zenus.
“Our ethical AI delivers objective insights without compromising privacy. We help marketers transition to data-backed decisions using reliable metrics like traffic and dwell time.”
The push for measurement frameworks allows the events industry to accurately gauge the impact of experiences. Promoting live event analytics allows in-person gatherings to finally achieve parity with digital marketing channels, proving the undeniable economic value of face-to-face interaction through concrete, transparent metrics.
“We are thrilled to welcome Zenus to EMMA,”
said Dax Callner, President, DAC Strategy – Founder & President, EMMA.
“Their commitment to privacy-compliant, objective measurement aligns with our goal of advancing data literacy in the event industry.”
By partnering in advocacy for better event measurement, Zenus and EMMA will work together to elevate standards of data collection, demonstrating that accurate behavioral metrics and attendee privacy can successfully coexist.
About Zenus
®Zenus is the leader in ethical facial analysis, which anonymously measures traffic,dwell time, attendee energy, and demographics in live environments. The technology provides impactful metrics for sponsors and exhibitors, along with insights for improved presentations and more informed event design. Zenus deploys its proprietary AI models on custom-made IoT devices that minimize bandwidth requirements and protect people’s privacy.
Learn more at www.zenus.ai.
About IMEX
The Event Measurement Measurement Association (EMMA) advocates for increased measurement, analytics, and data-backed decision-making within the meetings and events space. EMMA provides resources and standards to help industry professionals prove event value, enhance attendee experiences, and optimize future performance.
For more information, visit https://www.eventmeasurement.org/
Media Contacts
Zenus
Nick Borelli, Marketing Director
IMEX
Chiamaka Uzuegbu EMMA Marketing
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