BRAND & AD TRACKING
To maximise the impact of your marketing strategy and future-proof your brand equity, you need to measure and understand the power of your brand to convey your relevancy and currency, differentiate your offering and promote your corporate values and brand identity.
Accurace's Brand & Ad Tracking solution can provide you with the necessary insights and learnings to do this by addressing the following objectives:
WHAT is Accurace's Brand & Ad Tracking solution?
Our Brand & Ad Tracking Study monitors and evaluates your brand’s strength in converting your target audience along the marketing funnel (awareness to purchase to preference) over time, vs. market/competitive trends, etc.
We also track your brand’s performance against relevant brand image attributes, product/service features, marketing campaigns, product and distribution changes, etc. over time, vs. market/competitive developments, etc. This will inform your brand strategy to drive sustainable growth for your business.
WHY adopt Accurace's Brand & Ad Tracking solution?
Strengthening your brand equity puts less pressure and dependence on your current marketing and media activity to drive your KPI volumes, enabling greater cost-efficiency, less advertising wastage and more targeted campaigns for greater conversion. By understanding your target audience’s perception of your brand vs. your competitors, their attitudes about the product category and their motivations, triggers and barriers to purchase, this business intelligence will enable you to optimise your acquisition and retention strategies and identify any opportunities to harness new technologies and overcome threats from industry disruption.
HOW does Accurace's Brand & Ad Tracking solution work?
Our approach involves a quantitative survey predominantly with qualitative components to allow for exploration. An online self-complete survey is disseminated to a representative sample of your brand’s target audience. Sample size per research wave can be between 500 to 5,000+ respondents. The questionnaire duration can be between 10 minutes to 25+ minutes. A minimum of 2 open-ended questions are included to aid exploration and capture any unanticipated responses from the sample.
Key deliverables include (but not limited to):
- Marketing funnel trends (e.g. awareness to consideration to trial to conversion to preference) and which stages have the largest drop-offs
- Marketing campaign analysis (including Verified Recall analysis)
- Brand image attributes analysis
- Brand perceptual mapping
- Impact of any business changes
- Competitive analysis
- Year-on-year analysis
- Net Promoter Score analysis
- Fundamental market and customer segmentation
- Capture and monitoring of motivations, trigger and barriers to purchase
- Product and campaign testing
- Exploration of impact of new technologies and elements of industry disruption
And remember....
...Accurace hands over to you ALL the questionnaires, online survey builds, raw and weighted response databases and reports of findings so you can move future updates of this analysis in-house. Accurace can train your team to update your Brand & Ad Tracking study moving forward so you no longer need to outsource the update of this study. Accurace believes in increasing our clients capability so whatever project we partner with you on, you are not beholden to Accurace to continue generating insights and learnings from this approach in the future.
If you wish to learn more about Accurace's Brand & Ad Tracking solution, please complete the form below. Our CEO (Clare Fernando) will respond to your message as soon as possible.