According to the data provided in the IEG Guide, how much are sponsors budgeting for measurement and evaluation? What do these numbers tell you about the importance of measurement versus activation? Provide one article of your own that discusses sponsorship evaluation, measurement, or analytics. What is the importance of measuring ROI or ROO, at the conclusion of the contract, or throughout the relationship?

USE ATTACHED DOC AS SOURCE ALONG WITH THIS LINK:

https://www.sportsbusinessdaily.com/Journal/Issues/2020/03/02/In-Depth/Metrics.aspx?hl=what+metrics+do+industry+executives&sc=0