Box Count and Data Agents launch AI sponsorship measurement platform

Sponsorship effectiveness consultancy Box Count and AI strategy consultancy Data Agents have launched pep, an AI-based platform designed to support sponsorship planning, measurement and evaluation for rights holders, brands and agencies.

The platform has been developed by Rory Natkiel, founder of Box Count, and Simon Spyer, founder of Data Agents, who previously worked together at creative agency Iris.

The launch follows research authored by Natkiel for the IPA and the Sponsorship Effectiveness Forum. Entitled All To Play For, the research found that sponsorship effectiveness is frequently assessed through exposure and media value, with performance data predominantly used for post-campaign evaluation rather than to inform objectives and planning.

The research also identified the importance of setting clear objectives at the outset and integrating sponsorship activity withon wider brand marketing strategies.

According to the companies, pep is designed to address these issues by supporting the development of partnership objectives before agreements are signed, establishing KPIs, monitoring performance and providing evidence to inform renewal decisions.

Further information can be found here pep.works