Street Fight (07/25/22) Miles, Stephanie

Live event sponsorships are making a comeback among brands, creating pressure to measure their return on investment (ROI). "As CMOs [chief marketing officers] get challenged to show ROI on every dollar spent, being able to quantify incremental sales tied to sponsorships has become an emerging goal," says Brian Dunphy at shopper intelligence firm Catalina. His company and FanAI have partnered to develop a program that will connect audience insights from ticket sales, digital behavior and TV and streaming viewing exposure with anonymized shopper purchase data, so marketers can tie real transactions to real audiences and more accurately measure the ROI of sponsorships. FanAI's data platform provides sponsorship insights for major sports and entertainment brands, while the new partnership relies heavily on Catalina's real-time purchase insights and scaled U.S. shopper household graph to offer sales lift measurement analysis to FanAI clients. Dunphy credits much of the shift in brand marketers' expectations to the emergence of multi-channel, smart, connected digital devices. "With brand managers now able to connect consumer engagement activity, such as addressable TV viewership data or location visit data to a sponsorship, along with offline-and-online conversion data, they can begin to quantify a sponsorship's value beyond brand-awareness to actual incremental sales at a household-level," he explains.

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