We are seeing big growth in the amount of money being spent on
Sports - globally and here in India (much higher growth rates in
India). But one thing is common across almost all major sports
sponsorships - companies ‘believe’ that this is money well spent,
without having the data to prove it is.
Here are some revealing
statistics to consider. As per a recent article -
1. Only
35% of marketers consistently measure impact of sponsorships
2. A full
25% of marketers do zero or near-zero data collection and
analytics on sponsorships
3. Only
47% of marketers have a method to try to quantify value
4. A
massive 80% feel the need to do something about this
At
Fantain, we are working with one of our key customers to address this problem. We are building a
Sponsor Effectiveness Dashboard - that quantifies the value a
sponsor gets in spending money on sports. The model we are
building is exhaustive and captures the value across many channels
of reach - both direct and indirect, both online and offline.
While the model per se will be refined over a period of time, we
are sure that it will be far better than dropping coins in the
pond and hoping your luck will turn.
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