When it comes to implementing a comprehensive brand measurement system, what marketers actually do with the data they capture is as important as the data being captured. Marketers can benefit from thinking about measurement along three distinct time horizons. Each of these has a different capacity to drive decision-making capabilities and impact business performance.
Topics: Measurement & Metrics
Brand attributes vary across organizations, depending on business goals, the industry, the marketplace, and other relevant factors. Overall, however, C-Suite members want to know the impact of their branding efforts on their organization, external stakeholders, consumers, and media channels.
Marketers may soon find their brands measured by heartbeats as much as by online surveys and social media engagement. New technology allows companies to study facial responses, vocal inflections, and other emotional cues that reveal how consumers truly feel about brands and experiences.