Sports marketing currently faces hurdles with shrinking traditional viewership, media fragmentation caused by the shift to streaming, and fading brand loyalty among younger, multitask-heavy demographics. In addition, marketers must navigate volatile athlete unpredictability and high rights fees that complicate return-on-investment (ROI) tracking. …
Big Data, characterized by 5Vs – volume, variety, velocity, veracity and value – has been around for over a decade. Many marketing organizations have jumped on the big data bandwagon and attempted to leverage big data with limited success. The …
The need for reaching specific consumer segments with focused messages has never been greater, but according to the Marketing Accountability Standards Board (MASB), the industry must take a hard look at current practices and quantify the financial implications of out-of-segment placement of …
