Comments on: Measuring Success – Using Practical tools to evaluate and measure Event and Sponsorship Returns http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/ The business of Yacht Racing, Sailing and Marketing Tue, 07 Sep 2010 04:11:05 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Peter Gustafsson http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6547 Peter Gustafsson Wed, 16 Dec 2009 11:36:47 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6547 Interesting as always. And this isn't specific to sponsorships but applies to marketing (and business) in general. <br><br>Does anyone have examples of ‘balanced scorecard' used in this way? I've used them in business, so it would be great to see how people apply them in spnsorships & events. Interesting as always. And this isn't specific to sponsorships but applies to marketing (and business) in general.

Does anyone have examples of ‘balanced scorecard' used in this way? I've used them in business, so it would be great to see how people apply them in spnsorships & events.

]]> By: Duncan http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6546 Duncan Wed, 16 Dec 2009 06:19:20 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6546 Thanks David. Thanks David.

]]> By: Peter Gustafsson http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6490 Peter Gustafsson Wed, 16 Dec 2009 04:36:47 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6490 Interesting as always. And this isn't specific to sponsorships but applies to marketing (and business) in general. <br><br>Does anyone have examples of ‘balanced scorecard' used in this way? I've used them in business, so it would be great to see how people apply them in spnsorships & events. Interesting as always. And this isn't specific to sponsorships but applies to marketing (and business) in general.

Does anyone have examples of ‘balanced scorecard' used in this way? I've used them in business, so it would be great to see how people apply them in spnsorships & events.

]]> By: Duncan http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6489 Duncan Tue, 15 Dec 2009 23:19:20 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6489 Thanks David. Thanks David.

]]> By: David Fuller http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6488 David Fuller Tue, 15 Dec 2009 14:44:44 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6488 There was a lot of detail on how IFM uses lots of data to build up the balanced scorecards and weight different properties against different metrics. I'm sure IFM will sell you all kinds of practical tools, but at the end of the day, their business is measurement and the tools you need depend on who you are and where you sit. <br><br>The theme from most speakers, which is echoed in other sports, is that practical tools can't be standardised. What works for one stakeholder might not be relevant to others. <br><br>From my point of view, sponsors we talk to are weighting digital metrics more highly as they are not approximations and seeking out an online video is an active decision not a passive one. Similarly the number of facebook fans your page has is a real number, not a 'could be' number. There was a lot of detail on how IFM uses lots of data to build up the balanced scorecards and weight different properties against different metrics. I'm sure IFM will sell you all kinds of practical tools, but at the end of the day, their business is measurement and the tools you need depend on who you are and where you sit.

The theme from most speakers, which is echoed in other sports, is that practical tools can't be standardised. What works for one stakeholder might not be relevant to others.

From my point of view, sponsors we talk to are weighting digital metrics more highly as they are not approximations and seeking out an online video is an active decision not a passive one. Similarly the number of facebook fans your page has is a real number, not a 'could be' number.

]]> By: Duncan http://www.yachtsponsorship.com/2009/12/measuring-success-%e2%80%93-using-practical-tools-to-evaluate-and-measure-event-and-sponsorship-returns/comment-page-1/#comment-6487 Duncan Tue, 15 Dec 2009 12:55:17 +0000 http://www.yachtsponsorship.com/?p=3802#comment-6487 Interesting... but still lacks detail. Did Ulrich Lacher get into specifics? Actual practical tools that have been implemented and how implementation of such tools worked and was/wasn't successful.<br><br>The principal and theories are fine but the sport needs to learn from real practical applications. Interesting… but still lacks detail. Did Ulrich Lacher get into specifics? Actual practical tools that have been implemented and how implementation of such tools worked and was/wasn't successful.

The principal and theories are fine but the sport needs to learn from real practical applications.

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