UP384 Cause and Effect: Sponsorship's Attribution Problem

Cause and effect. If this then that. Attribution is the holy grail of marketing. The quest to provide evidence of the impact of a sports sponsorship on the sponsor's business.
The digital era was supposed to solve this puzzle. But it might have made it worse.

To discuss this big question are Tom Smith and Charlie Boss.
Tom is Chief Product Officer at Datapowa, the sponsorship analytics company. You'll hear him reference datapowa VENN, which measures customer acquisition by securely matching partners' first-party audience datasets. You can contact the company here for more info on that.
Charlie is Chief Commercial Officer at Southampton Football Club, having previously held senior positions at The Jockey Club and ESPN-Disney.

This episode is sponsored by SportAccord World Sport and Business Summit, which is taking place in the UK this year at Birmingham’s ICC.  From 7 to 11 April global leaders and senior execs from over 125 International Sport Federations, the IOC, rights holders, professional leagues, host cities and major event organising committees from all continents will be meeting to make decisions that will shape the future of sport.
With a thought-provoking conference programme, busy exhibition and a host of networking events, evening receptions and cultural activities SportAccord is your chance to organise a year’s worth of meetings in a week with executives from across the global sport ecosystem.   With senior execs from FIBA to FORTNITE, from FIA to Kansas City Chiefs don’t miss the chance to rub shoulders with the worlds sports and business leaders.  SportAccord are offering Unofficial Partner  community a discount of 10%, just click here to get your UP 10% discount
More information at https://www.sportaccord.sport

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