Relo Metrics (formerly GumGum Sports), the leading AI-powered sponsorship analytics platform, has announced a partnership with Captify, the leader in real-time audiences and insights powered by Search Intelligence. This collaboration aims to augment Relo Metrics’ offerings with Captify’s Search Lift measurement, providing a comprehensive view of sponsorship performance from initial awareness to consumer interest and consideration. This partnership will revolutionize the way brands measure the impact and success of their sponsorship campaigns across the entire buying cycle.
Enhanced Sponsorship Performance Measurement
- Comprehensive View: The partnership integrates Relo Metrics’ real-time data and analytics with Captify’s Search Lift measurement, offering a unified measure of sponsorship performance from awareness to outcomes.
- Search Lift Study: Captify’s Search Lift study evaluates the direct impact of sponsorship campaigns on search behavior, measuring changes in consumer awareness, brand affinity, and purchase intent through search signals.
Benefits for Brands and Agencies
- Real-Time Data: Relo Metrics provides real-time data and analytics for brands, agencies, and teams managing sports sponsorships, enabling better decision-making.
- Consumer Behavior Insights: The integration of search behavior data with sponsorship performance metrics allows brands to move beyond traditional media valuations to understand real consumer responses.
Expanding Capabilities and Impact
- Beyond Traditional Valuations: The collaboration extends Relo Metrics’ capabilities to include observable consumer behavior-based approaches, underlining the company’s mission to measure the full impact of sports sponsorship investments.
- Geographic Insights: The integrated solution will be valuable for both global and regional campaigns, offering insights into geographic variations in sponsorship performance.
Industry Implications
- Driving Greater Value: According to Jay Prasad, CEO of Relo Metrics, understanding how sponsorships drive search interest links media valuation to actual consumer responses, helping brands derive greater value from their sponsorship spend.
- Unified Metric: Isaac Gerber, Global Director of Insights & Analytics at Captify, highlights that the partnership provides a unified metric connecting media valuation to measurable increases in search activity, enhancing sponsorship effectiveness.
The partnership between Relo Metrics and Captify marks a significant advancement in sponsorship analytics. By combining real-time data with search behavior insights, brands can gain a comprehensive understanding of their sponsorship performance, enabling them to make more informed decisions and drive greater value from their investments. This integrated solution promises to enhance the effectiveness of sponsorship campaigns, providing brands with the tools needed to succeed in a competitive market.