Sponsorship & Event Marketing Measurement
Strategic Sourcing for Sponsorship
Mike McGough, global procurement manager, media & sponsorship, Anheuser-Busch InBev, Inc., discussed a sponsorship audit recently conducted by Anheuser-Busch InBev.
Measuring Success: Brightening Our Brand
Priscilla Brown, senior vice president, head of marketing at Sun Life Financial U.S., and John Adams, chairman of The Martin Agency, discussed how their client and agency teams worked together to pull off one of the year's biggest sponsorship successes and also reviewed brand metrics and exposure results.
Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team
Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.
Return on Sponsorship: An Approach to Sponsorship Measurement
Emily Rogers and Larry Albus from IEG spoke about the intricacies of the company's sponsorship and event measurement approach.
Sponsorships and ROI
Sponsorships are another marketing technique which have only been assessed through fairly superficial measures. As with PR, most of the "ROI"-type of analyses focus on the number of people who might (or did) become aware of the sponsor.
Sponsorship's Holy Grail: Understanding the Returns on Sponsorship Investments
This presentation explore the core process of DMAIC (define, measure, analyze, improve and control) and how it changed the way Xerox and other brands look at their sponsorships.
