USING ANALYTICS TO DRIVE SPONSORSHIP EFFECTIVENESS

DATA-LED DECISION-MAKING HAS ALWAYS BEEN OUR MANTRA

From the earliest days of Redmandarin, sponsorship analytics were critical. We integrated TGI, media and sales channel data, brand metrics with consumer insight and bespoke evaluation to generate commercially effective strategies and solutions.

Nowadays, clients have more data, they share more data and sponsorship analytics have a larger role to play. Sales data can often now be closely linked to digital data, and the major digital platforms now offer a wealth of information that is precise and almost freely available.

Data analytics continue to underpin our strategy and planning – and over time we have developed more tools and approaches.

OUR ANALYTICS SERVICES INCLUDE

Audience Analysis
Competitor Analysis
PEST Analysis
Trends Analysis
Opportunity Analysis
Sponsorship ROI Modeling
ROMI Analysis
Sponsorship Targeting
Valuation Model
TURF Analysis
Lifestage analysis
Spend Efficiency
Contract and Rights Package Audit

HEAD

We now use large commercially available datasets to help clients identify and analyse fanbase data and marry rightsholder first party databases with internal CRM systems. This enables sponsors to optimise CRM by aligning segments and defining high value segments.

Other unique tools include Sponsorship TURF (Total Unduplicated Reach and Frequency) analysis, Lifestage and Touchpoint analysis, our Sponsorship Targeting Model and ROMI Modelling.

Our sponsorship analytics lead to clear Yes/No investment decisions.

MEASUREMENT

But the challenge is still to find sponsorship analytics support which cuts through the intrinsic challenges of sponsorship measurement.

And too often, decisions are still made on poor information, or the wrong information or data commissioned by the rights-holder to demonstrate the strengths of their sponsorship – such as media valuation.

SPONSORSHIP RENEWAL TROUBLING YOU?

If you have a sponsorship contract coming up for renewal – and you’re unsure whether it’s delivering the value you need, we have a new solution that’s objective and crystal clear.

Combining our new advanced data analysis with pre-conscious testing, our Value Assessment gives you a clear of the commercial value achievable from the sponsorship fanbase and a precise picture of the impact the sponsorship can or should have on your brand.

SPONSORSHIP INTELLIGENCE 24/7

Up to the moment sponsorship intelligence is critical.

The competitive landscape, global and local, is complex, and rapidly evolving.

And information overload is here to stay.

There’s intense time pressure on sponsorship teams, central and local; a constant demand to demonstrate an understanding of key sponsorship trends and ensure competitive advantage; and an always on requirement to monitor own and competitor sponsorship activity across multiple territories and languages.

RedEye is an always-on platform which aggregates, filters, and prioritises a range of sources from around the world.

For clients, it’s a 24/7 curated and moderated online platform which tells sponsorship teams exactly what they need to know about their activity, their sector, the wider marketplace, and provides immediate access to in-depth analysis and a distinct competitive advantage.

Price on application.

For evaluation-related posts, see below or visit our blog

Sponsorship

Sponsorship Assessment

One part of a recent RFP focused on sponsorship assessment: how would Redmandarin create an assessment framework to compare two properties? It was a thorough

January 31, 2022 1 Comment

Procurement

Sponsorship rights valuation – and cabbage

Many years ago now we wrote a blog post called Media. Value. Cabbage – on the subject of post event sponsorship valuation. (We use the

January 3, 2022 4 Comments

Investment Case

Making the business case

Developing a business case for sponsorship is hard, especially if sponsorship is not currently a part of your marketing mix. How to create sufficient internal

August 10, 2017 No Comments