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Unofficial Partner - Cause and Effect: Sponsorship's Attribution Problem

Published on: 5th April, 2024

Cause and effect. If this then that. Attribution is the holy grail of marketing. The quest to provide evidence of the impact of a sports sponsorship on the sponsor's business.

The digital era was supposed to solve this puzzle. But it might have made it worse.

To discuss this big question are Tom Smith and Charlie Boss.

Tom is Chief Product Officer at Datapowa, the sponsorship analytics company. You'll hear him reference datapowa VENN, which measures customer acquisition by securely matching partners' first-party audience datasets. You can contact the company here for more info on that.

Charlie is Chief Commercial Officer at Southampton Football Club, having previously held senior positions at The Jockey Club and ESPN-Disney.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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