DeGaris to Take on Sponsorship Measurement

Despite the critical need, most sponsors still lack a standardized process for measuring their return on sponsorship. Larry DeGaris, Executive Director of the Medill Spiegel Research Center at Northwestern University, will address the issue at MASB Summer SummitAug. 9-10 at Marquette University in Milwaukee. DeGaris is the author of Sports Marketing: A Practical Approach (Routledge, 2015).

In the session, Sponsorship Accountability: The Power of Synergy, DeGaris will discuss how sponsors can implement the Sponsorship Measurement Roadmap to reach and engage audiences, activate sponsorships, and leverage sponsorships into brand preference and product sales.

Lessons learned include the importance of social experiences in driving fan behavior, the role of activation and the primary driver of results, and the importance of building brands in achieving financial results.”

This invitation-only event is a key gathering for the marketing accountability movement. Top finance, analytics and marketing professionals join with leading academics to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from