Creating the right brand tracker for business-building insights.

Director, Client Services

Monitoring the perceptions and experiences of your brand’s customers is critical for brand growth. While brand trackers start out with differing goals to suit unique organizational needs, many often lose their relevance over time and fail to deliver new insights to drive growth. Why? The tracking research isn’t properly designed to provide ongoing improvement for customers and actionable insights for brand teams. The data analysis doesn’t go deep enough to deliver relevant, predictive insights to improve outcomes for your brand.

The true value of a tracker is realized when it delivers insights to proactively guide your brand decisions. It should do more than just simply register progress over time  If, like many companies, you have  already invested in a tracking program, then it’s vital that you continually stress test it for its ability to deliver valuable, forward-thinking insights. If your brand team is considering putting a tracking program in place, it is essential that you set up your efforts for long-term success by building on a foundation that will deliver proactive growth ideas, while also monitoring the success of the ideas they implement.

If your brand team is considering putting a tracking program in place, it is essential that you set up your efforts for long-term success by building on a foundation that will deliver proactive growth ideas, while also monitoring the success of the ideas they implement.”

So, how do you achieve business-building insights while tracking your brand’s progress? By ensuring that experienced marketing data scientists design the tracker to deploy advanced analytics. This highly sophisticated approach will delve deep into the attitudes and behaviors of your customers. Using this type of advanced data science provides stronger, clearer direction for strategic, business-building decisions across all aspects of brand development—innovation, targeting, customer experience, and more.

 

Using this type of advanced data science provides stronger, clearer direction for strategic, business-building decisions across all aspects of brand development—innovation, targeting, customer experience, and more.

 

Here’s how a brand tracker designed with advanced analytics works:

  • Uses key driver models to identify brand attributes that most impact KPIs
  • Merges attitudinal and in-house behavioral data to provide the “why” behind the “what”
  • Integrates social media and other organic data where appropriate to identify leading indicators
  • Creates meaningful custom analyses that map your brand and show a clear market-level pathway to improvement
  • Develops an overall Brand Health metric to provide holistic assessment

Is your current brand tracker providing the most relevant, business-building insights? Is your brand team looking to launch an ongoing brand tracking study? Be sure your brand tracker is designed for deeper learning and ongoing fresh insights.

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