Today's post continues with part two of a two-part Q&A with writer Michael J. McDermott for his article on improving the effectiveness of event sponsorship for ANA Magazine, a publication of the Association of National Advertisers. You'll find Part 1 here. Michael J. McDermott (MJMcD): How should marketers measure the success of a sponsorship campaign? What metrics should they be using and how accessible is the data they need? Gail S. Bower (GSB): Businesses market for only 2 reasons: to build awareness and to generate sales. So these are the fundamental metrics. What many marketers become confused about is how... Read more →