Background
A global manufacturer and retailer managed a portfolio of high-value, multimillion dollar brand partnerships with a range of sports teams, leagues, and celebrities.
However, it lacked a data-driven way to measure the business impact of these investments, leading to instinct-based decisions that could negatively affect market share and profitability.
A more sophisticated approach was needed to understand the commercial return of these complex, non-media assets.
Solution
Gain Theory implemented a holistic measurement solution that included business driver modeling, our unique approach to MMM, and our proprietary Brand Partnership Simulator.
This innovative tool was specifically designed to go beyond traditional media metrics and quantify the commercial value of complex sponsorships. It allowed the retailer to evaluate which partnerships were delivering a true return on investment and how they compared against other marketing levers, enabling a more strategic approach to their partnership portfolio.
Results
Insights about the brand partnership spend helped to generate significant measurable revenue lifts and uncovered previously unknown insights. They were a key component of an overall 14-27% incremental value growth that our holistic measurement solution delivered across multiple markets.
incremental value growth