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Formula E, Manchester City & UCL Measurement
Understand full impact of Nissan global sponsorship portfolio and integrate measurement into wider marketing effectiveness analysis Challenge Integrating sponsorship data into existing marketing analytics to create a holistic view of short-mid term ROI as well as powering insight in real-time for activation optimisation. Solution Our Insight team designed a bespoke holistic measurement framework in sync with existing marketing reporting including: Media valuations to understand advertising equivalent value of core assets. Integration of sponsorship in existing econometrics modelling (marketing mix modelling) in order to assess impact on sales vs. other marketing tactics. Social media listening to help monitor short-term activation and optimize accordingly. Outcome Our econometrics analysis isolated a 1.7% uplift in consideration as a result of sponsorship activities, equating to €5.59 long-term ROI. Media valuations clarified a media ROI and also informed how Nissan re-charged markets for rights fees. - 1.7 % average consideration uplift - 0.4 % impact on long-term sales - € 5.59 long-term ROI Credits: Agency: Fuse https://fuseint.com/
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