World Cup Digital War Room is Here

For those of you in the sports arena (or with clients in sports), SponsorHub’s World Cup “Digital War Room” is now up and running, monitoring billions of fan reactions (and, notably, quantifying them). 
We’re tracking all of the World Cup teams and the Top 50 most influential athletes, bringing this unique ’sponsorship science’ to you. Digital impressions mean absolutely nothing unless you can measure and observe the reactions of the fans – who is reacting and why? How do they feel about the Cup? A team? An athlete? Your brand? Other sponsors? Our automated dashboard is cutting through the noise to show which impressions matter most, and why. If you would like to gain access to the dashboard, please let me know.
Also, our Win8 App landed as a “Staff Pick” today and the editors at Microsoft described the app perfectly:

“The new SponsorHub app for Windows provides a next-gen way to discover and rank your favorite athletes in professional sports. Using Xscore – Sponsorhub’s proprietary algorithm – you can track the true value of an athlete by combining the perfect mix of that athlete’s performance, social following, and fan sentiment.

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Personally, I like using the search feature on top athletes to quickly find their Xscore, links to news articles, quick background breakdowns, current season and career stats, and the right links to social media sites like Twitter and Facebook.

At its core though, SponsorHub is a data company that allows brands and agencies to efficiently quantify the impacts of their sponsorships. By leveraging its proprietary big data platform and metrics, clients optimize their marketing spend on sponsorship rights and activation tactics to deliver best-in-class sponsorship portfolio value.”

Sponsoring MLB Players – Who’s On First?

It’s spring, and that means the baseball season is off to a roaring start! But which player is on first when it comes to delivering exposure for sponsors?  Sponsorhub’s proprietary XScore algorithm combines the perfect mix of athlete’s performance, social following and fan sentiment to help the advertiser judge the likely impact on their brand from sponsoring that athlete.  Let’s play ball!

Xscore MLB Sponsorhub

Who Won the “Social Superbowl”?

The Big Game drew a TV audience of over 100 million, and commanded $4 million for a 30-second ad spot.

At SponsorHub, of course we’re interested in the game! But we’re also very interested in the value of brand investment – and there’s a lot of brand investment in the Superbowl!

So we were watching – not only the action on the field, but we watched the buzz generated by the big names, before and during Sunday night’s Clash of the Champions.

We watched – and quantified – the chatter on social channels: Twitter, blogs, forums, etc. And we came up with our own ideas of the “winners”. And there were even some surprises!

This infographic highlights some of the analysis we did. For deeper insights or your own customized view of the impact of your investments in athletes, celebrities, teams — or even campaigns — click on ‘Schedule a Demo’ to learn more!

We live for this stuff!

The 3D Sponsorship Theory – A.K.A. Removing the Mystery Out of Sponsorship Measurement

The big problem with sponsorship measurement is that it’s difficult to see all sides of your activation with true clarity. Thus, measurement has historically been one-dimensional: either biased, inadequate or both.

Bias comes into play with time-consuming and expensive polling and surveys; inadequacy comes into play with human error manipulating tedious sponsorship measurement spreadsheets (does this sound familiar? If so, you’re not alone).

But, there’s a better way to review the success of a sponsorship to gain much better transparency – and, it does not have to cost a lot of money, take a lot of time nor rely on Excel spreadsheets.

Three dimensional sponsorship measurement
There are 3 sides to judging the efficacy of a sponsorship (and, in fact, any marketing campaign) and being aware of them will make or break your activation:

1)   How you perceive your sponsorships – Subjective responses from you and your team; usually biased, not surprisingly

2)   How others perceive your sponsorships – Subjective responses from surveying and polling attendees; survey bias

3)   How they are really perceived – Objective responses from consumers; outcomes that are quantified

How you and others perceive an activation can be important, but your CMO and CFO want quantifiable feedback that is rooted in real data, just like the quantification and reporting they get from your company’s digital and TV ad spending!

One of the ways to move beyond expensive and time-consuming polling is to track the efficacy of the social media data surrounding your sponsorship. This can be done quickly, inexpensively and in an automated way. Some of the key items to look for include:

  • Brand/product lift pre-, during and post-activation: did your key performance indicators move up or down during the time period you measured? And, so what? How will this dictate your tactics for future activations?
  • Share of voice with other sponsors during the activation: Did your activation resonate with the attendees/fans or was your voice drowned out by a savvier sponsor?
  • Share of voice vs. your competitors: If your competitors sponsored the event, which of you got the most awareness and consideration?
  • Purchase intent: Are you tracking your activations to Lead Gen? If so, is it reliable?

Ultimately, efficacy is what matters when measuring the value of a sponsorship activation. And, you’ll be a hero if you can provide this data to management on time and on budget.

We’ll be discussing this topic during our upcoming webinar on Tuesday, November 12th. Please send me an email if you’d like to attend:

Analyzing Sponsorship ROI

In 2012, more than $50 billion was spent on sponsorships.

To put that in perspective, only $4.7 billion was spent on all social media advertising.

So, sponsorship is 10x larger than the entire social media industry. Furthermore, sponsorship is the fastest growing form of traditional marketing. The reason for such strong growth is that sponsorship is a forerunner of the future of all marketing — highly-appealing content sitting at the center of a cross-screen, cross-channel marketing effort.

However, the dirty little secret of this rapidly growing $50 billion market is that no one knows what value all of that spending actually drives.

The difficulty in measuring sponsorship ROI has been aggregating disparate data in order to get a good picture of sponsorship effectiveness. Further, much of these data types have been time consuming to gather via surveys – until now.

 photo SponsorshipROI_zpsc47ad7cc.png

Sponsorship ROI 1.0

For many years, sponsorship ROI analysis entailed a tallying of media values generated through the various activations of a given sponsorship. For example, a sponsorship might involve placing a billboard-style sign on the outfield fence of a baseball stadium. This sign will appear on TV and other media for a certain number of times during the course of a sponsorship contract. Each of the impressions generated has a certain value (often expressed in terms of CPM’s). A sponsorship might include dozens of various assets that offer such media value and, thus, the problem with pure media value analysis is two-fold: 1) It over-values TV sponsorships since the impressions are most easily tracked; and 2) All impressions are NOT created equal. Sponsorships are rarely the most efficient way to purchase eyeballs but are often the best way to generate sales.

Sponsorship ROI 2.0

After years of conducting sponsorship ROI analysis for advertisers, sponsorship agencies came up with important, tangible insights beyond media values – these include measuring leads-generated and social interactions. Furthermore, opinion and consideration lift were also measured via surveying and polling. Thus, adding these value points to the mix proved relatively easy. Sponsorship ROI analysis 2.0 essentially involves a tallying of BOTH media values and lead values while also reporting (in a very unstandardized way) “intangible” metrics. This method is more accurate than sponsorship measurement 1.0, but it lacks discipline and is easily gamed.

Sponsorship ROI Measurement 3.0

SponsorHub has pioneered a new approach to sponsorship measurement that builds upon the 2.0 version – we utilize real data science to turn “intangibles” into very tangible, measurable metrics. An important technological innovation that makes this possible is “SSNT.” Our SSNT technology interprets to conversations taking place across Search, Social, News and Topical sites. This removes the need to do rudimentary and expensive surveys while also allowing brands to optimize sponsorship and paired media campaigns in real-time. These data can then be coupled with traditional tangible values to form a full ROI picture. What was once a dark art – sponsorship ROI analysis – has now truly become a science that can be applied easily to all programs.