Partner Intelligence: The Future of Data in Sports
Accurate and transparent sponsorship reporting has never been more important. Brands are looking to optimize the assets within their partnership mix as new inventory and forms of activation continue to emerge. A recent focus towards digital and social sponsorship assets has also led to brands raising their expectations in terms of transparency and the confirmation of performance metrics.
As demanding expectations continue to evolve in the sponsorship space, sports teams and brands must continue to adapt to new technologies and solutions that can enhance their partner relationships. Here at Trajektory, we are breaking through to become the leader in technology for “Partner Intelligence”. “P.I.”, as we refer to it, is innovating the way that organizations are able to clean and manage their sponsorship data through aggregation, visualization, and accurate valuation in real-time. Trajektory’s platform utilizes an algorithmic approach and accounts for multiple variables, indices, secondary research, and real-time data to help inform transparent and accurate valuations, performance metrics, and insights.
How do we differentiate Partner Intelligence from traditional business analytics? Partner Intelligence must be holistic, scalable, insightful, and intuitive. The A.P.I. solution must be able to aggregate and transform data from disparate sources into one centralized, holistic platform. To make it scalable, it must also be able to house and leverage millions of data points in one place. P.I. needs to be intuitive and easy to use so that professionals with different backgrounds and expertise can easily understand the data and use it for their individual needs. Finally, a P.I. solution must be insightful and actionable to provide a wealth of data in the form of visualizations and understandable stories.
The average sports organization utilizes fourteen individual sources of data to pull together reports and insights for their partners. With that being said, nearly 85% of partners are left without end-of-year reports that detail all of their asset inclusions. Sponsorship teams are spending too much time compiling different data sources to provide incomplete performance reports instead of spending that time actually analyzing the performance data and make strategic decisions that will positively impact both parties. Trajektory’s solution arms organizations with the data and information to tell great partner stories, innovate and optimize between assets, grow revenue through new business, increase retention rates, and save thousands of hours of time per year.
Sports organizations no longer have to spend time to collect, organize, and interpret data from several sources to get an understanding of each brand’s asset performance. Instead, their time can be spent optimizing and reallocating each partner’s sponsorship dollars on exactly what is needed to advance the partner’s goals and objectives.