Building an Action Dashboard

For this blog, I will revisit a measurement program from one of my earlier posts “Measuring Sponsorship.” I will select one KPI that is affected by Ford’s sponsorship of Fox’s NFL coverage and build an Action Dashboard about. The KPI I will use is the change in sales attributed to corporate sponsorships.

1^st Quadrant:

I would present the numbers for the number of sales of the vehicle targeted for promotion (ex: F150 trucks). The data will be presented as a line graph show data from the previous year, the current year, and the projected sales.

I would use these figures because in order to change the future, you have to understand how the past affects the present. In other words, if you do not understand what you did to get to this point, then you will not be able to improve.

2^nd Quadrant:

Here, I would provide a comparison for the sales of F150 trucks during the football season and the number of sales that occur after the season. This would show what kind of influence commercials during football games had on buyers. The sales after the season could reflect the overall impression the advertising had on buyers.

I would select these figures because sales are the primary result. If a company is investing multi-millions for sponsorship, the executives are going to want to see if it’s producing results. Based on the results I would offer my recommendation for either or discontinuing sponsorship.

3^rd Quadrant:

I would present the sales numbers for other Ford vehicles and identify which ones were the three lowest sellers.  Of the three, I would recommend which one should be featured in a sponsorship promotion based on market trends and consumer purchasing patterns.

Based on the amount of money Ford spends and how long have sponsored the NFL broadcasts, the end results must be worth it. I think it is important to evaluate the lowest sellers and find ways to rejuvenate public interest.

4^th Quadrant:

Here, I would summarize Ford’s sponsorship of Fox’s NFL coverage and show the effect it had on sales. Next, I would recommend a sponsorship to promote one of the lesser selling vehicles (ex: Taurus) and possibly with a different sport.

I think it is important take success you have in marketing campaigns and utilize the same methods in marketing other products. If sports fans are buying your trucks because of ads during a football game, maybe that will carry over to sedans. Additionally, having sponsorship for other marquee sports (ex: MLB) could open the door to a whole other fan base and market.