VodafoneZiggo has a diverse sponsoring portfolio whose activations and campaigns are ‘switched on’ throughout the year. The sponsorships aim to improve the position of VodafoneZiggo’s brands (among both customers and non-customers). To make the right strategic choices with rights holders about their sponsorships, VodafoneZiggo needs continuous insight into the contribution that the sponsoring makes to brand objectives.
With a continuous Sponsorship Impact Tracker, we provide 24/7 insight into the actual impact of the entire sponsorship portfolio. Using online surveys based on implicit measurement methods, we monitor consumer attitudes and behaviour towards sponsorships and brands 365 days a year. By means of smart trend analyses of the development of consumer sentiment among various target audiences, we can provide insight into how sponsoring actually affects the way people view brands and what impact this has on their behaviour.
Continuous measurement of the impact of sponsorships is really only meaningful if there is also continuous insight into the results. VodafoneZiggo therefore has access to a dynamic online dashboard on which the results of the research are updated in real time. This allows data-driven decisions to be made every day on the basis of the latest research findings. In this way, VodafoneZiggo makes better deals with rights holders, more successful campaigns and smarter choices about new and ongoing sponsoring contracts.