Analytiqal Return on Investment

Goal of project:  Leverage affinity relationships of Bank of America with sports leagues and teams to drive new credit, debit and checking account acquisition and usage.

Methodologies employed:  Using Six Sigma as core methodology, we designed activation programs with sports properties to deliver against specific financial and business goals.  Program metrics were designed to be current-timeframe-based, facilitated optimizing programs that were working, while reducing or eliminating underperforming assets while controlling the spend (not “rear-view mirrors metrics)

Quantifiable results:

• Net Income Before Tax (NIBT) ROI increased 30% in one year
• For every $1 spent on marketing in sports, arts and entertainment, BofA received back $9 in revenue and $3 in net income
• Over the project time period (multiple years) consumer affinity products achieved an overall increase in NIBT by a factor of several times (actual results confidential)

Key takeaway:  If you activate a sponsorship relationship, you can design the interaction to be measured; if it can be designed and executed in a measured manner, you can optimize your investment