It was a great session with Noel Martyn, the Intelligence Director of Core Sponsorship and in it, he covered not only the why of measurement but also gave us case studies and real-world examples of the how.
There is a great look behind the numbers of how EA Sports chose the cover star for their Madden Game, based on a wide variety of data points and a peek at some of the recognition technology that can be used to measure the respective contribution of each sponsorship asset.
We finished out with a good Question and Answer session including just how much of a budget should be put towards measurement in order to keep on improving a sponsorship.
