Measurement & Evaluation Services

Choosing form a wide range of options (see Diagram 1 below), our approach is to design and implement the right mix of M&E tools for any given AM campaign. We consider ALL ASPECTS of the campaign, including leverage / amplification activities, as well as asking the right questions of all appropriate audiences in order to identify WHAT’s happened and WHY.

Diagram 1.

Key outputs from M&E services:

• Highlighting of all strengths and weaknesses of the activity
• Accurate reporting of performance against objectives and targets
• Clear strategic and tactical recommendations
• Directional advice and specific actions to optimise on-going performance and returns

Measurement & Evaluation Services include:

Pre-Testing

Using 4Sight - our performance predictor model:

There are 4 consistent components to all associative marketing activities. How these components perform directly affects the ability of an activity to achieve its stated objectives and potential. By running basic data through the model against these components sponsorshipscience is able to predict the performance of potential AM relationships before clients sign on the dotted line.

Performance Measurement

• Analysis of supplied evaluation data
• Highlighting of both strengths and weaknesses of the activity
• Diagnosis of underlying performance issues and causes
• Accurate reporting of performance against objectives and targets
• Production of clear strategic and/or technical recommendations and practical actions to improve on-going performance

M&E Programme Planning and Management

• Co-ordination of M&E requirements and budget in consultation with a client’s Insight team
• Production of questionnaires and / or evaluation briefing documents across all data sources
• Commissioning of research and other evaluation data sources and management of suppliers
• Performance measurement analysis and reporting as listed above
• Presentation of findings and recommendations to client divisions and agencies

ROI

ROSI: Our return on Sponsorship Investment dashboard:

ROSI is used at the culmination of the measurement and evaluation process and enables results to be summarised on a single page dashboard. The dashboard shows the performance of the activity against specific objectives and associated targets in 5 areas:

• Audience reach
• Activity awareness
• Brand development
• Sales development
• Relationship development

The dashboard also reports other planned or unplanned returns, identifies key findings in each of the 5 areas, highlights the factors affecting performance (4Sight components) and draws overall performance conclusions.

hTrack

Our independently run, on-line surveys amongst event attendees, programme participants and hospitality guests provide valuable insight into logistics, guest experience and brand impact via key diagnostic questions. Consistency is maintained with 4Sight criteria so that findings can be integrated and compared to other aspects of an M&E programme.