Optimizing sponsorship performance through data
Services
Sponsorship strategy
Sponsorship performance measurement
Client
Thomy (Nestlé)
Categories
Sponsorship strategy
Challenge
Thomy, a Nestlé brand, wanted to assess the actual performance of its sponsorship investments to make informed decisions for the coming years. Until then, the actions lacked unified indicators, making it difficult to analyze their overall effectiveness. The objective: define a clear ROI measurement framework aligned with the brand’s marketing goals and identify levers for optimizing the strategy in a multi-partner context.
Strategy
Definition of Business-Aligned SMART Objectives
We helped the brand define Specific, Measurable, Achievable, Relevant, and Time-bound objectives directly linked to Thomy’s overall strategy. Each objective was mapped to one of the 7 pillars of our sponsorship measurement methodology, providing a structured and consistent view of expected performance.
Structuring the Data Collection System
Once the objectives were set, we developed a tailored data collection strategy, combining internal sources (sales, awareness, digital traffic…) and external sources (public feedback, on-site visibility, interactions). This system helped turn intuition into actionable data.
Analysis via a Proprietary Matrix
The data collected was processed through our proprietary analysis matrix, designed to cross-reference results across multiple dimensions: efficiency, profitability, consistency, engagement, etc. This revealed underperforming areas and untapped impact potential.
Collaborative and Actionable Approach
The measurement strategy was built in close collaboration with Nestlé teams to ensure ownership of results and the ability to take action. The goal wasn’t just to observe, but to turn insights into a concrete improvement plan.
Solution
Tailor-made measurement system and proprietary tools
We delivered a structured and operational approach to help the brand manage its sponsorship initiatives based on tangible data.
Strategic framework and KPI definition
Workshops with the marketing team to clarify the objectives of each partnership and translate them into concrete performance indicators, organized according to our 7 pillars.
Customized data collection plan
Development of a multichannel measurement system: tracking dashboards, feedback forms, partner data reviews, exposure and awareness analysis tools.
Clear and actionable dashboard
Delivery of a visual, easy-to-read dashboard to monitor performance by pillar, identify gaps, and prioritize areas for improvement. This tool enables teams to track, compare, and adjust actions within a continuous improvement approach.
Results
Clear performance insights to optimize the future
This project enabled Thomy to step back and evaluate all its partnerships, identifying those that most contributed to its goals. The findings were used to redefine the sponsorship strategy, refine partner selection, and better allocate resources based on expected returns. A structuring approach, now reproducible for future campaigns.
7
Methodological pillars
+10
Custom KPIs
3
Data sources
1
Management dashboard