How do you gauge the effectiveness of a sponsorship campaign like this one? Can you benchmark it to cricket?
We are two different people when we produce and when we measure. When we measure, we have three buckets of KPIs (key performance indicators). First, there is brand health, including spontaneous mentions. The second bucket is the engagement rate of the stimuli we are putting out, including view-through rates and click-through rates. And the third is the business metric: for example, is this driving traffic to my website? Are people leaving intent to be contacted, looking through our products and services, and what is the conversion rate?
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