Prodigy, the cloud-based production data AI platform for global marketers, is seeing an expansion of its technology into Sports Marketing, Sponsorship Activations and Experiential work to capture new data insights on an elusive category of marketing spend.
Prodigy entered the market in 2020 capturing primarily TV, Digital and Social video production work, along with Print & Photography that is now largely included in most integrated productions; marketers have found efficiencies in "bundling" production shoots to include video and still images for their campaigns. Prodigy's success in ingesting creative briefs, agency estimates and supplier invoices using its innovative SaaMS™ (Software as a Managed Service) AI workflow to eliminate manual data entry inspired marketers to see what else could be fed into the Prodigy platform for data insights.
Beginning in 2023, Prodigy began its foray into Sponsorship and Experiential work, which presented a new set of challenges for both marketers and Prodigy teams in terms of the document ingest required to capture costs effectively.
Unlike traditional Integrated Production work, the Sponsorship and Experiential category is less straight forward in how costs are estimated, approved and tracked for trends and benchmarking. For example, traditional US-based integrated productions are shot mostly in New York or Los Angeles, where agencies and suppliers have standardized templates for estimating costs with consistent parameters for how cost data is captured: the adage "if you've seen one you've seen them all" is generally how traditional production works.
Sports Marketing, Sponsorship Activations and Experiential projects are far more complicated. Global live events often take place in different international cities and continents from year to year, resulting in wide variations in travel, staffing, client experience builds, fabrications, location fees, hospitality and the like. Marketers often rely on a combination of local suppliers and global partners to execute large scale Activations, which require months of advance planning. As such, it's become increasingly difficult to have a sense of what costs are "reasonable", let alone effectively budgeting for events that often have no clear comparison from one year to the next. Here the old adage "it is what it is" applies as the fallback for approving and understanding the costs that go into live events.
Prodigy's intelligent document management platform was built agnostically - meaning its machine learning and AI platform can read any document type, any service line item from any invoice, for any project type across any industry. In simplest terms, we take unstructured data from documents and structure it into data models at scale. In the case of live sports, sponsorships and experiential projects, this enables us to build new databases of information with bespoke data visualizations for these categories that previously did not exist - allowing marketers to analyze these complicated projects for cost benchmarking, supply chain insights and marketing efficiency.
In the last two years, Prodigy has captured sports, sponsorship and experiential project data from a vast array of global live events, including:
Sports & Sponsorship Activations: Australian Open, Copa America, Formula 1, Kentucky Derby, MLB World Series, Miami Open, NASCAR, NBA Finals, NCAA Final Four, NFL Rugby World Cup, Pebble Beach, PGA Masters, Roland Garros, Super Bowl, NHL Stanley Cup, UEFA Champions League, US Open Golf, US Open Tennis and Wimbledon,
Experiential: Academy Awards, American Voices, Auto Shows, Cannes Film Festival, Consumer Electronics Show, Country Music Awards, CultureCon, Food & Wine Festival, Global eSports, Grammy Awards, Las Vegas Dealership Meetings, League of Legends, Merchant Marketing, Music Festivals, Priceless Experiences, Riot Games, Stand Up 2 Cancer, Tentpoles, Trade Shows and Tribeca Film Festival.
To learn more about Prodigy's capabilities for Sports, Sponsorship Activations and Experiential work contact John Lipuma at [email protected]
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