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PCMA Labs Melbourne
November 24 @ 8:00 am– 11:00 am AEDT
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Join us for PCMA Labs – Melbourne with breakfast, coffee and an interactive workshop session. This peer-to-peer discussion will share live case studies and insights from leading industry creatives, strategists and event marketers as the group deep dive into Measuring Impact: Beyond Attendance to Real World Outcomes.
Business events are no longer just about filling seats—they are strategic investments driving core business goals. Yet, event professionals consistently struggle with the foundational questions of measurement: What do we measure, for whom, and why? Are we tracking data to defend existing budgets, justify our seat at the executive table, or drive continuous improvement?
This interactive workshop moves past surface-level metrics like Net Promoter Scores (NPS) and headcount to explore true business impact. Together, we will dissect modern measurement methodologies, examine industry realities, and evaluate the industry’s appetite for meaningful change.
Who should attend
Event organisers | Event marketers | Event managers | Agency leaders | Marketers | Association leaders
Facilitator
Brooke Byrne
Signature Events and Strategic Programs Leader, IBM Asia Pacific
Brooke is a passionate advocate for the business events industry and an active industry voice, with more than 15 years of experience across corporate events, marketing, and strategic programs. As IBM APAC’s Signature Events and Strategic Programs Lead, she brings together innovation, creativity, and data-driven insight to shape experiences that inspire and connect.
Previously leading IBM Australia and New Zealand’s Event Marketing Team, Brooke helped build an award-winning team recognised as “Best In-House Corporate Events Team” at the MEA Awards and “Best Data-Driven Marketing Campaign” at the B&T Awards.
A strong believer in the power of technology to enhance—not replace—human creativity, Brooke is very focused on exploring how AI can empower event professionals to work smarter and design more meaningful experiences.
Speakers
Chloe Noel De Kerbrech
Chief Customer Officer & Managing Partner, The Misfits Media Company
Creative and experience marketing leader, ex-WPP, Project:WorldWide, and Seven West Media. Chloe builds culture-led campaigns and brand experiences that drive real growth.
Check out Chloe’s Linkedin.
Kate Nicholson
Demand Strategy & Field Marketing Leader, IBM Australia and New Zealand
Kate Nicholson is the Demand Strategy & Field Marketing Leader for IBM Australia and New Zealand, responsible for driving client engagement, demand and business growth across the market. She draws on her experience leading national digital demand programs, establishing IBM Australia’s Account Based Marketing practice, and optimising go-to-market strategies across direct, digital and partner channels.
Kate is passionate about showcasing how IBM’s consulting, technology and ecosystem capabilities come together to help organisations accelerate growth, improve productivity and realise stronger returns on their AI and technology investments.
Combining data-led decision-making with a collaborative leadership style, she is known for building and leading high-performing teams that create client-centric experiences, foster meaningful engagement and connect marketing activity to measurable business outcomes.
Event Details
Date: Tuesday, 24 November 2026
Time: 8:00 am – 11:00 am
Venue: Melbourne CBD
Limited spots available – priority will be given to PCMA Members. An email will be sent to you to confirm your registration and guide you through the payment process to secure your spot.
REGISTRATION IS NOT YET OPEN. When registering – please log in to your PCMA account or create one if you’re new.
*AUD rates are indicative pricing only. Registration will be charged in SGD.
About PCMA Labs
PCMA Labs is a sandbox for event organisers, marketers, event managers, and event strategists. Explore business events industry trends and pain points in a safe environment where you will be challenged to think out of the box, where the seemingly impossible may be possible with collective wisdom and action. Build trusted, peer-to-peer relationships and be part of a community that innovates and shapes the future of our industry.
PARTNERS
