"If you aren’t feeling the pressure of measuring events [at which you exhibit], you will," warned Mim Goldberg, president, Marketech, Inc., Westborough, Mass., at the Event Measurement Conference, held last Thursday at the Tremont Hotel in Boston. "The footsteps are coming up from behind," she said, describing the intensified pressure exhibitors are facing. "Executives don’t want to know that the booths were full," said Goldberg, co-founder with partner Marc Goldberg of the conference. ...

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