As the media landscape becomes increasingly saturated and fragmented, the importance of accountability of marketing investments rise as well. Marketers need to break through the clutter by creating engaging content and experiences that maximize both the impact and efficiency of investment. However, many of these engagement strategies come with measurement challenges. The joint team of Wunderman Thompson, ISL, and Pathfinder will discuss successes with one such approach, Experiential Marketing, and discuss the measurement of previously unmeasured or difficult to measure techniques through attribution modeling.