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.

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