Most insights teams will know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather actionable insights with a new tracking framework, introduced last year by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science, in her book, Better Brand Health.
Join quantilope's tracking expert, Madita Brandhorst, for a deep dive into Better Brand Health tracking, covering everything you need to know about it and two key analyses included in the framework: Mental Availability and Mental Advantage Analysis.
Madita will also share exclusive learnings from two years of quantilope's Better Brand Health tracking studies across diverse markets and categories, including compelling data on the correlation between mental availability and real-world sales growth.
Whether you're a seasoned researcher or new to the concept of mental availability, this session will equip you with all you need to know about Better Brand Health tracking and how you can implement it to drive actionable insights from your trackers.
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