Measuring Barclays Partnership Performance

Partnership Marketing Strategy

In 2014, Barclays had a diverse portfolio of sponsorships, with the ambition to understand the role each sponsorship played and the value that they delivered.

We developed an award-winning measurement framework which allowed for:  

  • Quantified rationale and objectives for sponsorship
  • Evaluation directly against objectives
  • The diagnosis of strengths and weaknesses
  • The comparison of sponsorship performance against Iris’ benchmark library
  • Direct comparison between properties enabled by consistent output
  • An evaluation and planning tool in one

Barclays now have clarity on the objectives and performance of each asset, enabling informed decisions around portfolio management, budget allocation and contract negotiations.

Client

Specialisms involved

In 2014, Barclays had a diverse portfolio of sponsorships, with the ambition to understand the role each sponsorship played and the value that they delivered.

We developed an award-winning measurement framework which allowed for:  

  • Quantified rationale and objectives for sponsorship
  • Evaluation directly against objectives
  • The diagnosis of strengths and weaknesses
  • The comparison of sponsorship performance against Iris’ benchmark library
  • Direct comparison between properties enabled by consistent output
  • An evaluation and planning tool in one

Barclays now have clarity on the objectives and performance of each asset, enabling informed decisions around portfolio management, budget allocation and contract negotiations.

Highlights

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