Moving Sponsorship Measurement from Outputs to Outcomes

May 16, 2017

A frank conversation on how far sponsors (and rights holders) have come and how far we have to go in measuring what matters. Although everyone gives voice to the need for validated and actionable results, there is still little effort expended to move beyond intermediate measures. With easier access to a myriad of data points, the time may finally have come to cross the bridge and link expenditures directly to returns-and in so doing deliver a satisfactory answer to the question: "Is this sponsorship working?"