Sponsorship Attribution Measurement: How the Acquisition of FanAI Empowers Our Solutions
Earlier this year, SPIQE proudly launched our full-service sports marketing measurement solutions. Aiming to drive more effective sponsorship outcomes, we developed a suite of tools tailored to assess every dimension of the attribution funnel— providing our clients with precise data at each stage of their marketing campaigns.
These tools allow us to capture and analyze consumer awareness and consideration with an exceptional degree of clarity, providing unparalleled insights into how well a marketing team can reach their target audiences. While these insights are critical to defining the success of sponsorship and sports marketing investments, only the most rigorous technical solutions can fully optimize sponsorship efforts.
In line with our vision to revolutionize how companies measure and maximize the impact of their campaigns, we are thrilled to announce the acquisition of FanAI. Founded in 2016, FanAI crafted an innovative approach to proving the success of sponsorship strategies by integrating brand product purchase data with fan data, directly linking customer purchases with fans, and tying sponsorships and activations with business outcomes. Their technology allowed some of the most prominent brands in sports— including PepsiCo, Coca-Cola, and AB InBev— to get true insights into the retail ROI of their sponsorship investments.
In conjunction with our Survey Studies, White Space Insights, and Exposure Value Quotient (EVQ), FanAI’s bottom-of-the-funnel measurement technology now enables us to get an even more complete view of fan engagement and purchasing behavior, allowing for deeper insights into the direct impact of sports sponsorships on consumer actions and ROI.
“When competition is at the very heart of the market they’re tapping into [sports], companies tend to become fiercely strategic with the money they spend on sponsorships. We’ve followed suit, and we’re confident that our platform provides the most winning strategy in the industry today.”
