Attribution & Analytics Accelerator: Attribution Modeling Outside the Box
A few weeks ago one of our Principals, Mick Hedberg, took the virtual stage along with our partners at HP to present at the Advertising Research Foundation (ARF) Attribution and Analytics Accelerator.
The conference focused on the science of marketing performance, and we presented our recent work measuring the impact of a long-term sponsorship deal for HP’s Industrial Printing division. Like many sponsor brands, they lacked clear, quantitative indicators to make decisions on renewal and future investment levels despite positive word of mouth and good feedback from stakeholders.
In the video below we will take you through some of the key lessons we learned. We hope these will be of use to anyone considering sponsorship as part of their marketing strategy in the future.