The situation
AMEC represents organizations and professionals in over 80 countries as the global trade body for communications measurement and evaluation. Their annual summit gathers PR measurement professionals, agency leaders, and in-house communications teams.
The core challenge: an organization dedicated to measurement operated its own flagship event without robust engagement metrics. Previous summits relied on traditional formats (presentations, panel discussions, and networking breaks) without clarity on which sessions drove engagement, which topics resonated, or how attendees interacted with sponsor content.
For the Sofia summit, AMEC needed their event platform to demonstrate their core principle: everything measurable, accountable, and optimized through data.
What they needed
AMEC came to the summit with a clear brief:
- Real-time engagement tracking across sessions: active participation metrics, not just attendance
- Sponsor activation tools providing measurable exposure and interaction data
- Live streaming integration for remote attendees
- On-demand content access extending value beyond the two-day event
- Q&A and polling during sessions
- Post-event analytics showing ROI for AMEC and sponsors
How they used Ventla
Ventla served as the digital infrastructure, tracking every interaction: session attendance, content views, poll participation, Q&A engagement, and sponsor material access.
Live polling turned real-time feedback on presentation topics into content in itself, especially valuable for measurement professionals watching audience responses to attribution models and media evaluation frameworks.
Attendees submitted and upvoted questions through the Q&A feature, surfacing what genuinely mattered to participants rather than relying on traditional hand-raising. Dedicated sponsor sections with content and interactive elements replaced logo-placement metrics, giving AMEC concrete interaction data to share.
Remote participants accessed the same interactive features as in-person attendees. All content remained available post-summit, creating an evergreen library from the two-day event.
The result
For the first time, AMEC had comprehensive engagement data across every dimension of their summit. They identified which sessions generated the highest active participation, which topics produced the most Q&A activity, and which sponsor content received the greatest engagement.
The data validated some assumptions while challenging others. Sessions expected to be popular performed differently than those generating actual interaction, providing evidence-based input for the following year's programming.
Sponsors received detailed engagement reports, upgrading from anecdotal value to concrete metrics. The on-demand strategy extended the summit's reach well beyond Sofia, with remote participants and post-event viewers accessing sessions for weeks afterward.
"When your organization exists to promote measurement, your own events had better be measurable."