Events and Webinars

Modernizing Brand Health Tracking with Automated Mental Availability & Mental Advantage

Innovative metrics from the Ehrenberg-Bass Institute - including category entry points (buying situations that cause consumers to buy a product), 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. This revolution is driven by a new approach to tracking research called Better Brand Health Tracking (BBHT).

Join quantilope's Senior Solutions Consultant Dr Lindsey Guzman for a demo of our fully automated Better Brand Health Tracking solution, built on these innovative metrics from the Ehrenberg-Bass Institute.

In this webinar, you'll discover how to:

• Measure & Track Category Entry Points, Mental Availability, and Mental Advantage: Learn how these innovative metrics, developed by Professor Jenni Romaniuk, reveal the true drivers of brand growth.
• Gain Actionable Tracking Insights: See how our solution translates data into clear, impactful recommendations for stronger marketing strategies.
• Accelerate Time-to-Insights: Explore our automated technology that delivers reliable tracking insights in real-time.
• Learn from Experience: Hear insights and learnings from two years of quantilope's experience running Better Brand Health Trackers across 20+ markets, 100+ categories, and 1000+brands.

Plus: We'll share compelling data on the correlation between mental availability and real-world sales growth.

Speaker
Dr. Lindsey Guzman, Senior Solutions Consultant, quantilope

Registration link coming soon!

How Category Entry Points Are Fueling Brand Growth

The secret to sustainable Brand Growth lies in understanding Category Entry Points (CEPs) - the needs, occasions, reasons, and motivations that drive consumer purchasing decisions. By adopting CEPs as the basis for brand health KPIs, insights leaders and marketers can begin transforming their approach to brand growth away from the traditional brand funnel and into one that’s more strategic and action-oriented.

Join Madita, quantilope’s Associate Director of Tracking Solutions, as she demystifies CEPs, details their crucial role in building Mental Availability, and explains how they serve as the engine for long-term brand growth. Find out how to leverage CEPs to fundamentally shift brand strategy, build Mental Market Share, and drive significant business impact.

Key Takeaways:

Unlock the 'Why': Understand exactly what Category Entry Points (CEPs) are and why they provide a powerful view into what prompts consumers to think about your category and, critically, which brand comes to mind first, moving brands beyond the limits of traditional brand funnels.

The Growth Mechanism: Learn how strategically targeting CEPs is the essential path to building powerful Mental Availability, the crucial metric that directly correlates to sales and long-term brand growth.

Actionable Tracking: Discover why CEPs are the foundational element for a modern, actionable Better Brand Health Tracking (BBHT) study, and gain real-world inspiration from a client's successful CEP-driven strategy transformation.

Speaker:
Madita Brandhorst, Associate Director, Tracking Solutions, quantilope

Register to attend