Sponsorship ROI & Brand Lift Report

Project Overview:
Conducted a comprehensive analysis of synthetic sponsorship performance data for major brands during the North Central vs. Mount Union 2024 DIII NCAA Championship Game. The project evaluated both quantitative metrics (impressions, engagement, purchase intent) and qualitative outcomes (brand lift, favorability) to provide actionable recommendations for advertising strategies.

Key Responsibilities:

Performed Exploratory Data Analysis (EDA) in Python to uncover trends in impressions, engagement activations, and demographic performance across multiple brands (Adidas, Coca-Cola, Nike, Samsung, Pepsi).

Identified insights from digital and in-game activations to determine effectiveness for direct conversions and brand interaction.

Analyzed demographic data (gender and age distributions) to optimize target audience messaging.

Evaluated device-specific purchase intent (mobile, tablet, desktop) to guide creative and placement strategies.

Reviewed report content for redundancy, distinguishing unique insights from repeated charts and tables.

Designed a professional, presentation-ready report in Canva, summarizing key findings and actionable recommendations.

Impact:
Enabled advertisers to understand potential ROI, engagement trends, and brand perception improvements using synthetic data, demonstrating how insights can drive strategic decisions in sports sponsorship campaigns.