1. Thoughts
1.1. Everyone explains how to measure, nobody actually does the footwork
2. To do:
2.1. Define JTBD
3. Today
3.1. How to measure a brand campaign?
3.1.1. brand recognition
3.1.1.1. whether people can identify a brand based on visual or auditory signs, like logos, jingles, or colors, without the brand name being mentioned.
3.1.2. brand awareness
3.1.2.1. The extent to which the general public knows that a company, along with its products and services are available on the market
3.1.3. brand Image and Perception
3.1.3.1. It's how people think and feel about a brand based on their experiences, beliefs, and impressions. It's the brand's personality and values in the minds of consumers.
3.1.4. Tools
3.1.4.1. Own data
3.1.4.1.1. Ad campaign results
3.1.4.1.2. SEM analysis
3.1.4.1.3. Ad-hoc measured events (sale, return, inquiry)
3.1.4.1.4. Behavioral analytics
3.1.4.2. Social & Media listening & monitoring
3.1.4.2.1. enable businesses to track specific mentions and understand broader conversations on social media. They help companies grasp customer sentiments, industry trends, and respond effectively to feedback, guiding strategic decisions in marketing and customer engagement.
3.1.4.2.2. Media listening
3.1.4.2.3. Solutions
3.1.4.3. Market research solutions
3.1.4.3.1. tools and services designed to gather, analyze, and interpret data about markets, consumers, and competitors to inform business decisions and strategies.
3.1.4.3.2. Solutions
3.1.4.4. BI tools