Modelling intangible impact and renewal

Hays, the Club’s Official Recruitment Partner, this year renewed its association with the Club for another three years. Whilst a key objective of the original partnership was brand awareness, Hays have now become a more established and recognised brand in the UK, and as part of the renewal Hays challenged the Club to demonstrate how the partnership had delivered return on investment beyond media exposure and traffic.

The Club worked closely with Hays to aggregate data sources and understand and quantify the true impact on Hays’ business drivers; awareness, perception, consideration and usage. Through data analysis, a model was built that merged Hays’ data and external data to determine top line impact, extracting key insights into differences based on demographics, occupation, brand awareness and team allegiances.

The results of the business impact in the UK amongst Hays’ target demographic demonstrated a tangible increase in awareness, consideration and usage.