Digital Decoded: Using AI to calculate the value of sports sponsorship

In the latest instalment in our video series exploring new technology, Marketing Week looks at how and why brands are using artificial intelligence to calculate the return on investment on sports sponsorship.

Calculating return on investment is a vital part of the marketing profession. As the role becomes increasingly about the numbers and the creative, marketers are looking for ways to show the value of their advertising spend.

In this video we look at the latest technology from GumGum Sports, which calculates the ROI of sports sponsorship and advertising using machine learning and artificial intelligence. Chief executive, Ophir Tanz talks through how the technology works and why brands are using it.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here