Events and Webinars

Innovative metrics from the Ehrenberg-Bass Institute, including mental availability (how often a brand is considered in buying situations) and mental advantage analysis (which buying situations a brand dominates), are revolutionizing brand growth measurement and ongoing brand health monitoring. 

In this presentation, Madita Brandhorst, Associate Director, Tracking Solutions at quantilope, explores how to extend these metrics beyond brand health tracking to optimize communications and ad campaigns. Madita will review today's rapidly changing media landscape and the challenges brands face in reaching audiences amidst fragmented media consumption. She will provide a deep dive into best practices for developing campaigns that increase mental availability across specific buying situations and explain how to build an ad tracker based on these new concepts and the valuable insights it can provide. 

Key takeaways:

• Understand how mental availability and mental advantage analysis drive brand growth by connecting your brand to specific buying situations that matter most to today's consumers.

• Learn what hurdles communication needs to overcome in order to be effective – and what these hurdles have to do with mental availability.

• Discover how to create an ad tracker based on innovative metrics, unlocking actionable insights to increase the impact of your campaigns.

Presenter:

Madita Brandhorst, Associate Director, Tracking Solutions, quantilope

Register to attend here.

Developed by Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science, category entry points (CEPs) are the specific needs, occasions, and situations that drive a consumer’s purchase decision — and they’re the fundamental elements of how brands grow.

In this session, Planted’s CMO, Joanna Katharina Lazar, and quantilope’s CEO Peter Aschmoneit will discuss Planted’s strategic use of CEPs to build a winning global brand within the rapidly evolving plant-based protein market, and how they led to its recent recognition as a Top 5 Global GreenTech Company 2025 by Time Magazine and Statista.

Featuring Joanna’s data-driven approach to using CEPs across brand innovation, this deep dive is built for insights managers who want to turn consumer triggers into faster, smarter brand growth.

What You’ll Learn:

• Why mental availability and mental advantage matter, and how these metrics reveal the health and growth potential of your brand.
• See CEPs in action with real-world examples of how Planted transformed data-driven insights into compelling integrated marketing campaigns.
• How to master the strategic process of prioritizing CEPs to maximize impact, ensuring that marketing efforts are aligned with consumer needs and preferences.

Presenters:

Joanna Katharina Lazar, Chief Marketing Officer, Planted
Peter Aschmoneit, Co-Founder & CEO, quantilope

Register for your place

Jacob Javits Center, New York, NY

https://thequirksevent.com/new-york-2025/