Nissan

Formula E, Manchester City & UCL Measurement

Understand full impact of Nissan global sponsorship portfolio and integrate measurement into wider marketing effectiveness analysis

Challenge

Integrating sponsorship data into existing marketing analytics to create a holistic view of short-mid term ROI as well as powering insight in real-time for activation optimisation.

Solution

Our Insight team designed a bespoke holistic measurement framework in sync with existing marketing reporting including:

  • Media valuations to understand advertising equivalent value of core assets.
  • Integration of sponsorship in existing econometrics modelling (marketing mix modelling) in order to assess impact on sales vs. other marketing tactics.
  • Social media listening to help monitor short-term activation and optimize accordingly.

Outcome

Our econometrics analysis isolated a 1.7% uplift in consideration as a result of sponsorship activities, equating to €5.59 long-term ROI. Media valuations clarified a media ROI and also informed how Nissan re-charged markets for rights fees.

0 %

Average consideration uplift

0 %

Impact on long-term sales

0

Long-term ROI

1.7 %

Average consideration uplift

0.4 %

Impact on long-term sales

5.59

Long-term ROI