Sponsorship ROI & Measurement 101

In this environment, it's tough to sell a sponsorship if you can't come up with a clear cut roadmap for measurement. With that in mind we thought it would be a good idea to share what we consider to be a very good primer on sponsorship measurement and ROI, as put together by consumer research firm, SponsorMap™. It's about 50 pages, but worth the read. Click on "full" at the bottom left of the player to make it more readable. Everyone has their own formula. What's yours? Thoughts on SponsorMap's?