It is
smarter, more actionable brand intelligence to get analytics and predictive insights
to make faster decisions that will drive your business forward. Hence a
tracking exercise is the most suitable way to get predictive information. This predictive modelling is not done in a
day but requires several waves
Several
parameters are trackable both for brands and for consumers
Consumer
Tracking best to measure impact on the target Market
·
Attitudinal –
·
Behavioral
· Or a combination
Consumer
tracking is most suitable for social issues and awareness building campaigns
Brand
Tracking – to track impact of marketing activities on brand salience
·
Brand Health
·
Advertising
· Or a combination of both
Brand Tracking can help:
1. Track the changes in brand awareness and perception
over time
2. Evaluate
the effectiveness of a campaign or other marketing efforts
3. Identify
gaps that need to be addressed from the consumer or brand perspective
4. Designing
a brand strategy to respond to changing consumer needs
