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If you missed our recent webinar during Greenbook's Tech Showcase event, you can access the on-demand session below, highlighting how to move beyond brand awareness with quantilope's Mental Availability tracking.
Key Takeaways from the showcase:
- Move beyond brand awareness: Awareness alone no longer tells the full story. To stay competitive, brands must understand the "why" and "when" behind consumer choices.
- Automate complex metrics: Instantly calculate Mental Market Share (MMS), Mental Penetration, and Network Size. What used to take weeks of manual analysis is now delivered through automated, real-time dashboards.
- Identify your "Mental Advantages": Discover where your brand performs better (or worse) than expected relative to its size. This allows teams to pinpoint the exact triggers needed to convert non-buyers and retain current ones.
When it comes to brand tracking, traditional funnel metrics only tell half the story. While "awareness" is a very common KPI in trackers, true growth happens when your brand owns the mental triggers that prompt a consumer to shop in the first place — a concept known as Category Entry Points.
To demonstrate the power of Category Entry Points (CEPs) and related analyses (Mental Availability and Mental Advantages), we recently joined Greenbook’s "Automating Insights Workflows"
showcase where quantilope Solutions Consultant, Hailey Nettler, showed how brands can move beyond static tracking metrics toward a more scientific, AI-driven brand growth system. At quantilope, we call this Better Brand Health Tracking (BBHT) — an approach inspired by the work of Professors Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science.
The shift to Mental Availability tracking
To compete in today’s market, leading insights teams are trading traditional brand funnel tracking in favor of Mental Availability and Mental Advantage tracking.
Mental Availability is the likelihood that a brand comes to mind in a particular buying situation; these situations could be "hosting friends and family," "going on vacation," or "feeling hungry". In each of these scenarios (otherwise known as CEPs), a consumer is led to go shop in a category that fulfills that need (i.e. "potato chips" for hosting guests, "sunscreen" for going on vacation, or "soda" for feeling thirsty).
Tracking these buyer moments is crucial. If a consumer isn't shopping in your category, they won't be shopping for your brand.
During this showcase, Hailey highlights how quantilope’s tracking approach automates complex metrics rooted in the Ehrenberg-Bass Institute's principles. Instead of just asking "Have you heard of us?", quantilope's tracking solution identifies the specific CEPs that link a brand to its category. As a result, brands have a much more actionable way to design marketing campaigns, inform brand strategy, and launch new products that meet these specific wants, needs, and motivations.
The importance of automation
As Hailey demonstrates in this on-demand session, the power of quantilope's platform lies in its ability to turn sophisticated methodology into an agile workflow. By automating the end-to-end tracking process — from survey drafting with quantilope's AI partner, quinn, to advanced data visualizations — insights teams can spend less time on manual tasks and more time on the strategic decisions that drive growth.
Access the session below to learn how to transform your brand tracking into an automated system for Mental Availability insights.
