Challenge

Integrating sponsorship data into existing marketing analytics to create a holistic view of short-mid term ROI as wellas 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 valueof 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 activationand 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.