As we know, sponsorship is one of the most effective means of marketing. In a US$60 billion industry (and growing) where brands spend tens to hundreds of millions of dollars on sponsorship, the ‘gut feel’ is still largely being used. As such, the biggest challenge marketers face is quantifying ROI. It is a challenging situation and often traces back to disparate data sources, a lack of measurement framework, or even consistent KPIs. For brands, those things have long been an issue ... and then COVID came along and brands were forced to really evaluate their sponsorship portfolio. As such, the age-old question, for brands, "How do we properly manage, measure, and optimize our sponsorship portfolio?" has become so much more important. The answer is a single source of truth and to help us unpack what that means, and why it is critical, Scott Tilton, EVP, Sponsorship Analytics at KORE Software, joins us. Enjoy.

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