Most marketers do not have a standardized process for measuring the return on investment (ROI) of their sponsorships, according to recent research from the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB).
The report was based on data from a survey conducted in February 2018 among 182 marketers who work for large companies that engage in sponsoring sporting events, arts festivals, cause-related programs, and the like.
Some 53% of respondents say their firm does not have a standardized process for measuring sponsorship ROI, 37% say their firm does have a standardized process, and 10% are not sure.
The metrics that are both most used and most valued by marketers to measure sponsorship ROI are financial return, media exposure, and sales:
The metric that is both most used and most valued by marketers to measure sponsorship return on objective (ROO) is brand awareness:
About the research: The report was based on data from a survey conducted in February 2018 among 182 marketers who work for large companies that engage in sponsoring things such as sporting events, arts festivals, and cause-related programs.
Continue reading "Measuring Sponsorship ROI: Marketers' Favorite Metrics" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Metrics & ROI:
- How to Implement Artificial Intelligence in Marketing: Rajkumar Venkatesan on Marketing Smarts [Podcast]
- How to Use Email Metrics to Optimize Your Campaigns [Infographic]
- Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics
- Measuring Customer LTV: Marketers' Top Approaches and Challenges
- Seven B2B Sales Metrics That Can Help You Plan Your Marketing Strategy