Traditional brand tracking often leaves marketers with a lot of data but very little direction. Are your metrics actually predicting sales, or are they just vanity numbers?
In this on-demand session from a recent demo with Insight Platforms, quantilope’s Senior Solutions Consultant, Dr. Lindsey Guzman, dives into a modernized approach to brand health tracking inspired by the work of Professor Jenni Romaniuk at the Ehrenberg-Bass Institute.
The New Language of Brand Growth
Growing your brand is about more than just monitoring brand awareness and usage. In this session, Lindsey explores three critical metrics that are changing the game for brand tracking:
- Category Entry Points (CEPs): The specific buying situations or cues that lead a consumer to look for a product or service. Generate your own initial list with quantilope's CEP Generator!
- Mental Availability: How readily your brand comes to mind in those specific buying situations.
- Mental Advantage: Which specific CEPs your brand dominates compared to the competition, and where there are open opportunities in your category.
During the session, Lindsey also shares compelling data showing the direct correlation between Mental Availability and real-world sales growth.
Brand Health Tracking with quantilope
With two years of experience running Better Brand Health Tracking studies across 20+ markets, 100+ categories, and over 1,000 brands, quantilope has fully automated the solution so brands can ditch the slow, manual processes of the past and access reliable, actionable insights in real-time.
Access the recording below and learn how automated technology can translate complex data into clear business strategies that drive impact.
