GPJ Launches Experience Intelligence System™ (EIS) to Transform Event Measurement

World-leading experiential agency George P. Johnson (GPJ) has today announced the launch of its Experience Intelligence System™ (EIS), a proprietary measurement methodology designed to transform disconnected event metrics into actionable strategic intelligence for global brands. Following two years of extensive testing across thousands of global events, GPJ is rolling out EIS to its full client portfolio.

Developed within GPJ’s specialized Decision Science practice, EIS cuts through fragmented data points, replacing static post-event recaps with purpose-built Key Performance Indicators (KPIs) tailored to overarching brand goals. The system structures event analytics across three core pillars:

• • Audience Participation: Replaces passive observation with active behavioral tracking to evaluate attendee demographics, spatial interaction and specific actions.
• • Brand Sentiment: Tracks real-time emotional sentiment shifts and long-term changes in audience perceptions and brand affinity.
• • Business Impact: Connects live experiential touchpoints directly to overarching business goals and return on investment.

Says Fiona Bruder, Global CEO of GPJ: “This is a crucial milestone for our global clients who manage vast portfolio investments. As experiential marketing becomes an increasingly vital anchor for brand trust, EIS provides the rigorous, standardized proof of impact CMOs need to validate their live activations.”

EIS sets itself apart from industry standards through four strategic differentiators:

• • Strategic Framework vs. Post-Hoc Scoring: Integrates strategic measurement methodology during initial creative development rather than relying on reactive post-event decks.
• • Holistic Insight vs. Keyhole Lead Tracking: Captures floor dwell behavior and sentiment trajectory alongside traditional lead generation.
• • In-House Data Expertise vs. Outsourced Analytics: Built by GPJ’s dedicated team of analytics experts, data scientists, and strategists.
• • Proactive Planning vs. Reactive Aggregation: Establishes calibrated benchmarks and standardized scoring prior to event launch.

Says Christine Mills, Managing Director GPJ ANZ: “Experiential marketing builds brand trust, but backing creative strategy with hard evidence is non-negotiable. We co-developed EIS in Australia with our long-term client partners to give live activations the proof of impact they deserve. Its global adoption confirms what our local clients knew early on: reliable ROI validation is the backbone of experiential success.”

For more information on GPJ’s Experience Intelligence System™, please visit https://www.gpj.com.au/eis/

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