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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Bank of America |
The requirement - sponsorship evaluation
Bank of America is one of the world's largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investment, asset management and risk-management products and services.
The company is heavily involved in sponsorship across the United States in various sectors and sports, and one of their key sponsorship programmes is Hogan’s Alley, which is dedicated to the memory of golfing legend Ben Hogan.
Bank of America launched Hogan’s Alley in 2003, as an annual mobile hospitality suite, and takes the programme to nearly twenty PGA golf tournaments in the format of a venue for entertaining key customers.
Comperio Research was commissioned to undertake a consultative benchmarking exercise across all the Hogans Alley events. The objective being to identify those events which were underperforming, as well as those offering the most return.
The solution
Comperio analysed five years worth of attendance and experiential data pertaining to the Hogan’s Alley programme. Benchmarks were created for numerous tangible and intangible variables, and ultimately combined to enable Comperio to rank all the events in terms of effectiveness. The tangible variables comprised factors such as tickets allocated, tickets redeemed and rate of ticket distribution, and the intangible variables included elements such as media coverage, prestige of property, longevity of event and customer loyalty etc
Comperio’s methodology illustrated how each event was performing in relation to the overall and yearly averages.
The key results
Comperio’s study enabled Bank of America to understand the true efficiency and suitability of each of the events on Hogan’s Alley, and pinpointed those events requiring improvement and those with true growth potential.
As a result of the findings, Bank of America chose a number of events to further invest in and removed one PGA Tour event from their hospitality portfolio entirely.
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![Bank of America]() |
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