ANA study finds most marketers not measuring sponsorship and event marketing

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New York—While marketers say measurement and accountability are critical to measuring the success of their sponsorship and event marketing programs, 65% of marketers are not taking the necessary steps to measure these activities, according to a study by the Association of National Advertisers.

The study, conducted in partnership with research firm IEG, was based on an online survey of 102 marketers in May. It found that only 35% of marketers “always” or “almost always” measure ROI on sponsorships and event marketing activities.

At the same time, nearly 80% of marketers said the need for validated results for their sponsorship and event marketing initiatives has increased in the past two years as a result of having to justify expenditures to senior management.

More than half of respondents (53%) said they do not have a standardized process for measuring sponsorship initiatives.

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