![From Metrics to Meaning: Brand Health Tracking in the New Era of Effectiveness teaser]()
Date published 05 Feb 2025
With tightening budgets and rising expectations, the pressure on marketers to demonstrate effectiveness has never been greater. However, traditional approaches to brand health tracking often fall short, providing metrics without the context needed to drive strategic decisions.
To truly understand and improve brand health, marketers need to consider an evolved approach that integrates new metrics that translates data into meaningful insights that resonate across the entire business.
Identifying the metrics that matter
In our experience, an effective brand health tracker starts with clear business objectives. Whether your goal is to increase market share, improve customer loyalty, or enhance brand perception, aligning brand health tracking with these objectives is crucial.
Traditional metrics like awareness and consideration offer valuable insights, but they are not a one-size-fits-all solutions. Each brand is unique, and effectiveness research emphasises the need for a tailored approach. By combining common sense, best practices, and advanced analytical techniques on historical data, we help marketers pinpoint the metrics that truly impact their business outcomes.
Unsiloing the analysis
Integrating other forms of brand measurement is also essential. While primary research, forms the foundation of brand measurement, it should be complemented with additional metrics. Measures like excess share of voice and share of search can provide greater depth of understanding and in some cases more frequent measurement.
Excess share of voice builds on traditional media measures to offer insights into expected market share gains, while share of search, correlates with business outcomes and provides a real-time view of brand performance. This holistic approach to measurement ensures a comprehensive understanding of brand health, allowing marketers to explain changes in broader business metrics more effectively.
From data to decision making
Aligning deep dive reporting with the business planning cycle rather than adhering to a rigid quarterly schedule can significantly enhance the impact of brand health tracking. For many organisations, quarterly reporting is too frequent to implement changes effectively. By timing reports to coincide with planning cycles, strategic analysis becomes more actionable and valuable. This alignment ensures that insights generated from brand health tracking are not just periodic check-ins but strategic tools that drive meaningful changes within the organisation.
Linking analysis to key business issues
Linking the analysis to key business issues is also critical. Deep dive reporting should go beyond trending measures on a chart and address the burning questions in the business. Whether for brand and marketing planning or tackling key issues that concern stakeholders, the analysis must be relevant and impactful. Engaging key stakeholders and decision-makers in the process is crucial. By facilitating sessions to develop key questions and framing the analysis to provide actionable answers, we ensure that the insights are directly linked to the most pressing business issues.
Collaborating to drive action
Finally, facilitated action planning is crucial. Like many consultancies, we always have a strong point of view on how our clients should move forward. However, we’ve found that the end outcome is always stronger if our client and all partners work through this together. This allows us to ideate and build on each other’s ideas and then converge on the best ideas that can work within the execution parameters of the business.
At Metrix Consulting, we understand the challenges senior decision-makers face in today’s marketing landscape. By evolving your approach to brand health tracking, integrating new metrics, and translating data into meaningful insights, you can ensure that your marketing investment is driving real business outcomes.
To explore how Metrix can help you maximise the value of your brand tracking approach, contact us today or email hello@metrixconsulting.com.au.
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