Marketing Management Analytics (MMA) and Copernicus Marketing Consulting and Research, both of Wilton, Conn., have announced a new service to help marketers assess a sponsorship program. The MMA/Copernicus Sponsorship Evaluation Service analyzes sales-based ROI, brand and consumer equity. The tool promises to provide insight into the sponsorship’s impact on brand equity based on quantitative research as well as a blueprint for measuring sponsorship. MMA and Copernicus are independent operating units of Carat. The tool has been used previously by Fortune 500 consumer packaged goods, retail and financial companies.
