Attributing real-world outcomes to sponsorships

Sponsorships are currently a black box. When a brand, like McDonalds, sponsors a rights-holder, like the LA Lakers, they have very little insight into the effectiveness of that sponsorship, both from a brand awareness perspective, and also from a spend perspective. They currently rely on panel-based data from the likes of Nielsen and others to get a sense of the success of a sponsorship. In this talk, we'll walk through some ways we can measure actual sponsorship outcomes, from looking at actual social uptick via social media APIs and data to looking at actual uplift in spend. We'll examine the methodology employed by FanAI, the current leader in this space, and the data partnerships needed to enrich data and perform the appropriate analysis.

• Current sponsorship attribution methodology ineffective
• Methodology to gather and measure actual sponsorship outcomes
• Data partnerships in the sponsorship attribution space