AB InBev reveals its formula for sports marketing ROI

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

“Decades of understanding, engagement, and involvement within the sports community” has generated enough information and insight for Anheuser-Busch InBev to develop a reliable formula to measure the return on investment (ROI) from its sports-focused...

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