Tag Archives: Brand Measurement

Brand Measurement: Best Practices to Link Results to In-Market Performance

Brand Measurement:
Best Practices to Link Results to In-Market Performance
Jim Lane, President & CEO, Directions Research
Jim Nyce, Former VP Insights, Sun Products |Kraft| Pepsi
This talk centers on how can insights-people can track data
that leads to real market performance.
The old system is broken. The case example that begins the
session was a major CPG brand that was tracked over four hours. The goal was to
track how pricing impacted market share. Market share lost five points of
share. Once they lowered their price again, share rose, but never to its former
glory. The value for the money was stagnant.
What actions got taken based on the tracker?
The moral of the story is that brand tracking needs
innovation.
Let’s take a quick look back at tracking history:
Brand Health
Assessment’A Very Brief History
1.    
Pre 1985: WE had annual attitude & usage
studies
2.    
Late ’80s: Continuous Tracking comes to America
3.    
’90s-’00′s: Brand Health Tracking Ubiquity
4.    
’00′s: Ongoing Brand Health Tracking
The problem was that Brand Health Tracking was insensitive
to marketplace changes, vulnerable to trend disruptions, and rarely actionable.
As well they are expensive, resource intensive, difficult to dovetail with
other data streams. Most damaging, they were not reflective to the market.
Questions: Does your tracker align with market sales? Is
your tracker sensitive to in-market changes?
Make sure trackers are valid, sensitive, cohesive, and
timely.
You must think beyond traditional scales to capture reality.
You must win. You have to be the best. You must be first to
win.
Ranking is better than ratings for more realistic data
modeling. Rankings more accurately reflects the category. Rankings overly
normalize the data without taking in contextual and cultural  factors. Warning: once a new brand is
introduced into the herd, the measured changes.
Trackers can use social data as an early warning system.
The main point is that brand tracking is lagging, but the
promise of social, mobile, online, phone, and surveys working together makes
tracking more dynamic and actionable.

Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit
www.southerngrowthstudio.com to learn more.

Measure Up Conference 2011 – Official Call for Presenters Now Open

Measure Up – The New World of Marketing Analytics: The Integration of Traditional & Social Media
June 6-8, 2011

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, December 17, 2010 to Stacy Levyn, Conference Producer at slevyn@iirusa.com or 646.895.7335.

About the Event
The 2011 Measure Up Conference is a business event structured around integrating many fractured pieces of measurement analytics into one effective marketing strategy. Specifically, the event will focus on return on investment as it relates to online activities; exclusively, Social Media. Rather than reinforcing the separation between digital versus traditional media, Measure Up promotes the combination of all marketing measurement analytics processes. Learn how companies are using cross channel integration to create business value through the use of Social Media Analytics.

Measure Up will be holding a unique symposium which will showcase:
B2B Social Media Metrics AND Next Generation Marketing Mix Modeling.

Event Focus & Key Themes:
‘ B2B Social Media Metrics
‘ Marketing Accountability
‘ Setting Clear and Measurable KPI’s
‘ Brand Measurement
‘ Customer Strategy
‘ Linking Customer Insight to Financial Value
‘ Digital Advertising
‘ Social Media
‘ Mobile Marketing Analytics
‘ Twitter ROI
‘ Marketing Mix Optimization
‘ Cost Marketing
‘ Marketing Operations
‘ The Agency Relationship

Past Speakers Include:
‘ Lisa Wellington, Marketing Sciences, THE COCA-COLA COMPANY
‘ Greg Michaels, Director, Analytics Kraft Foods International, KRAFT FOODS, INC.
‘ Robert Harles, VP, Community, SEARS HOLDINGS COMPANY
‘ Jason Ferrara, VP, Corporate Marketing, CAREERBUILDER.COM
‘ Esmee Williams, VO, Marketing, ALLRECIPES.COM
‘ Lewis Goldman, SVP, Brand Marketing, 1800FLOWERS
‘ Yardena Montague-Rand, Market Research, FIDELITY INVESTMENTS
‘ Gretchen Harding, Senior Marketing Manager, INTUIT
‘ Melanie Davis, Director of Marketplace Insights, AMERICAN EXPRESS
‘ Shannon A. Balliet, Recent Director of Database Marketing & Customer Data Integration, CARNIVAL CRUISE LINES
‘ Alicia Z. Rankin, Head of Research and Fan Insights, NATIONAL FOOTBALL LEAGUE
‘ Tomas Emmers, Consumer & Market Insights Director, Home & Personal Care Categories, Brand Building, North America, UNILEVER
‘ Julie L. Propper, Director, Advertising Analytics, ESPN

The Audience:
Marketing science, analysts, marketing, finance, strategy, branding, market research, marketing communications and media.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium.

Sponsorship & Exhibition Opportunities:
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe at jsaxe@iirusa.com.

Interested in Becoming a Media Partner or Featured Event Blogger?
Contact Alexandra Saland at asaland@iirusa.com

Call for Presenters:
For consideration, please email slevyn@iirusa.com with the following information by Friday, December 17, 2010.
‘ Proposed speaker name(s), job title(s), and company name(s)
‘ Contact information including address, telephone and fax numbers and e-mail
‘ Talk title
‘ The main theme you plan to address
‘ Summary of the presentation (3-5 sentences)
‘ Please indicate what is NEW about the presentation
‘ What the audience will gain from your presentation (please list 3-5 key ‘take-aways’)
‘ Previous conference experience
‘ Short bio

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in the Measure Up Conference. Check for updates and discussion related to the event at www.iirusa.com/measureup. We look forward to receiving your proposal!