Allianz GAAData Analysis
Allianz Ireland wanted to evaluate their GAA – the most popular sport in Ireland – sponsorship performance.
I created a framework to analyse and assign monetary value of hundreds thousands of online conversations with millions of views. The methodology included calculating estimating true reach and took in consideration consumer global trust per channel and per format and paid media value.
This project was also benchmarked against a similar sporting sponsorship.
I evaluated the Allianz GAA performance year on year based on our historical research and made recommendations for the future – this account was retained for years and the client now uses the annual report as a key part of the sponsorship evaluation and negotiation.