News & Announcements
Sponsorship ROI Evaluation—MMA and Copernicus Launch a Joint Solution to Help Marketers Evaluate the Impact of Sponosrship Investments New
Service Addresses Sponsorships' Effect on ROI and Brand and Customer Equity November 30, 2005 (Wilton, MA)—Sponsorship evaluation—how to do it, what to measure, how to use the information to guide decisions—is a "hot topic" in marketing today. Sponsorships are the fastest growing marketing channel with worldwide spending projected to hit $48.7 billion in 2006, according to SponsorClick's Sponsorship Marketing Global Report, yet just one quarter are measuring the impact of their sponsorship investments, according to a May 2005 Association of National Advertisers (ANA) Branded Entertainment Survey. And more than half of marketers—56%—report serious challenges in measuring the impact, also according to the ANA survey. To address the need
for a comprehensive and actionable sponsorship evaluation service,
Marketing Management Analytics, Inc. (MMA),
the marketing analytics pioneer, and Copernicus Marketing Consulting and
Research, a firm that helps Fortune 500 companies make better marketing
decisions, announced the introduction of MMA/Copernicus Sponsorship Evaluation,
a cutting-edge new service which tells marketers how a sponsorship program
affects three key measures: sales-based ROI and brand and customer equity.
The two firms are independent operating units of Carat, one of the world's
leading media services companies. "Too
many marketers are wasting money on poorly targeted, over-priced sponsorship
programs, but don't realize it. They believe they can justify these investments
in the name of long-term brand equity, but rarely put the appropriate
research in place to measure it," said Kevin
Clancy, Chairman and CEO of Copernicus. "Our sponsorship evaluation
service will make it easy for marketers to get a three dimensional assessment
of sponsorship performance, including sales-based ROI, and brand and customer
equity." "Well-executed
sponsorship programs often have many moving parts, which makes it difficult
to have a complete view of performance," said Ed See, Chief Operating
Officer of MMA. "The key to success is to add the appropriate sponsorship
evaluation measurement criteria into the program design so that all components
of sponsorship can be tracked. Our solution includes both up-front planning
and evaluation." The MMA/Copernicus
Sponsorship Evaluation service includes:
To read more about types of sponsorship evaluation research companies can do, read the article, The Days of Faith-Based Media Selection Are Coming to an End, At Least Where Sponsorship Evaluations Are Concerned. To discuss the MMA/Copernicus Sponsorship Evaluation Service contact: Ami Bowen Doug Brooks |