The research presents a critical evaluation of the current methods used to measure the effectiveness of experiential marketing techniques. The paper begins by reviewing the literature relating to event and experiential marketing and related evaluation techniques. Secondary research is then used to highlight specific tools and methods currently being used in the experiential marketing industry. Interviews were conducted with providers of marketing events and show that current methods are not seen as comprehensive or reliable due to the intangibility of the event experience. Based on these findings a framework is developed to guide future research, both academic and practitioner, into measuring the effectiveness of experiential marketing events.