How do you measure and report on sponsorships when there are so many moving parts?
If you are a brand, measuring what you are receiving, and the ROI and ROO, is imperative. It’s at the pointy end of your marketing activities and, no doubt, you need to report internally on how you are achieving success with spending company budget.
If you are a rights holder, you need to be measuring and reporting to your sponsors so that you can show you are an important part of that marketing budget.
At a bare minimum, if you are both following good goal setting process, and setting SMART objectives for the sponsorship, then measuring those objectives is a non-negotiable. That’s the M part of SMART!
No surprises there but, again, how do you measure and report when you have so many moving parts?
The answer is Unified Measurement and it isn’t just more industry jargon. Instead, it is something that you cannot ignore anymore.
Recently, Nielsen Sports produced a whitepaper, Unified Measurement – Defining A New Sponsorship Currency, and in this episode, I speak with Michael Tange, SVP Global Head of Strategy & Solutions, at Nielsen Sports & Entertainment, to take a look at the whitepaper in depth and unpack what it means for you.
You can download Nielsen Sports’ whitepaper here - Unified Measurement – Defining A New Sponsorship Currency - and you can also connect with Michael on LinkedIn.
Mark also focuses his regular blog on the topic of measurement and discusses the importance of understanding your data and consistent measurement.
Enjoy.
See omnystudio.com/listener for privacy information.
14 Hand Picked Pieces of Sponsorship Advice and Insights Re-run - Host's Choice- Ep 129
Inside Burger King's Sponsorship of Stevenage FC Re-run - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 128
Inside Creativity in Sponsorship Re-run - Misha Sher - MediaCom - Ep 127
Inside Sponsorship at UFC – Nick Smith - Ep 126
Inside Sponsorship at UBS – Anneliese Mesilati - Ep 125
Inside Sponsorship at Shell V-Power Racing Team – Nigel Calder - Ep 124
Inside Sponsorship at Miami HEAT – Jessica Geymayr - Ep 123
Inside Sponsorship at Las Vegas Raiders – Howard Christian - Ep 122
Inside Sponsorship at San Francisco 49ers - Cameron O'Toole - Ep 121
Inside Sponsorship at New York Red Bulls - Jordan Iannuzzi - Ep 120
Inside Sponsorship at Toyota - Dedra DeLilli - Ep 119
Inside Sponsorship at Heineken - Thomas Mulders - Ep 118
Inside Sponsorship - Best Bits of 2022 - Ep 117
Inside the Sponsorship Employment Market - Jonathan Harris - SRI - Ep 116
How to be Innovative and Creative in Sponsorship - Adam Ferrier - Thinkerbell - Ep 115
How Brands Can Optimize Their Sponsorship Portfolio - Scott Tilton - KORE Software - Ep 114
2023 Planning Considerations - Dan Collier-Hill - MediaCom - Ep 113
Inside Disabled Athlete Sponsorship - Ryan Neiswender - Paralympian - Ep 112
Inside Rugby Australia - James Durbin - Chief Commercial Officer - Ep 111
14 Hand Picked Pieces of Sponsorship Advice and Insights - Host's Choice- Ep 110
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