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Jonathan Yaffe’s first job out of college was with Red Bull—a brand that built its daredevil identity by leaning heavily on experiential marketing.
And while Yaffe has done a lot of other things around the world since then, one thing about his first job bothered him: The energy drink brand had no way to measure if multimillion-dollar events really worked. It had no concrete way of knowing whether people actually loved Red Bull more or bought it more often after being handed a free, cold one while watching someone jump out of an airplane or ride down a mountain on a tricycle.