Women athletes are helping Niva Bupa build trust in health insurance, says CMO

How do you measure the effectiveness of a sponsorship campaign like this? Can you compare this to cricket?

We are two different people when producing and measuring. When we measure, we have three groups of KPIs (key performance indicators). First, there is brand health, which includes spontaneous mentions. The second group is the engagement rate of the stimuli we put out, including view rates and click-through rates. The third is business measurement: for example, is this driving traffic to my website? Do people want to contact us, are they looking at our products and services, and what is the conversion rate?