Data has become such an essential part of the world and doing business that if you aren’t actively collecting your own first-party data, and then utilising third-party data, you really are at a massive disadvantage; especially considering that your competitors and partners are making very good use of it. As such, for those in working in rights holders, where it is often hard to differentiate your sponsorship offering and positioning, in a crowded market, not only is data powerful and essential, it may just be your biggest differentiator. Clearly, big brands and their agencies are using data, first and third-party, and you really aren’t keeping up with best practice if it isn’t an essential part of your proposals, execution and reporting. Joining us on the show, to talk all things data, digital, and analytics, is Eddie Fitzgibbon, VP, Global Solutions at 4FRONT, the global sports agency. You can connect with Eddie on LinkedIn or visit team4front.com. Daniel Collier-Hill also joins us to discuss his latest blog, which tees up our chat with Eddie very nicely, and that blog looks at Quantity vs. Quality – The Fan Segmentation Debate in Sponsorship. Enjoy.

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