Improving Sponsorship Accountability Metrics

Fri, 14 Sep 2018 00:00:00 -0400
Event Recaps

The ANA partnered with MASB (Marketing Accountability Standards Board) on this project to provide greater insight and guidance into sponsorship measurement. Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship's business impact has been marginal, according to the study. In this session, we will provide an update on the work with MASB, and independently, to identify more specific best practices and guidelines for sponsorship measurement.