Brand Measurement:
Best Practices to Link Results to In-Market Performance
Best Practices to Link Results to In-Market Performance
Jim Lane, President & CEO, Directions Research
Jim Nyce, Former VP Insights, Sun Products |Kraft| Pepsi
This talk centers on how can insights-people can track data
that leads to real market performance.
that leads to real market performance.
The old system is broken. The case example that begins the
session was a major CPG brand that was tracked over four hours. The goal was to
track how pricing impacted market share. Market share lost five points of
share. Once they lowered their price again, share rose, but never to its former
glory. The value for the money was stagnant.
session was a major CPG brand that was tracked over four hours. The goal was to
track how pricing impacted market share. Market share lost five points of
share. Once they lowered their price again, share rose, but never to its former
glory. The value for the money was stagnant.
What actions got taken based on the tracker?
The moral of the story is that brand tracking needs
innovation.
innovation.
Let's take a quick look back at tracking history:
Brand Health
Assessment'A Very Brief History
Assessment'A Very Brief History
1.
Pre 1985: WE had annual attitude & usage
studies
Pre 1985: WE had annual attitude & usage
studies
2.
Late '80s: Continuous Tracking comes to America
Late '80s: Continuous Tracking comes to America
3.
'90s-'00's: Brand Health Tracking Ubiquity
'90s-'00's: Brand Health Tracking Ubiquity
4.
'00's: Ongoing Brand Health Tracking
'00's: Ongoing Brand Health Tracking
The problem was that Brand Health Tracking was insensitive
to marketplace changes, vulnerable to trend disruptions, and rarely actionable.
As well they are expensive, resource intensive, difficult to dovetail with
other data streams. Most damaging, they were not reflective to the market.
to marketplace changes, vulnerable to trend disruptions, and rarely actionable.
As well they are expensive, resource intensive, difficult to dovetail with
other data streams. Most damaging, they were not reflective to the market.
Questions: Does your tracker align with market sales? Is
your tracker sensitive to in-market changes?
your tracker sensitive to in-market changes?
Make sure trackers are valid, sensitive, cohesive, and
timely.
timely.
You must think beyond traditional scales to capture reality.
You must win. You have to be the best. You must be first to
win.
win.
Ranking is better than ratings for more realistic data
modeling. Rankings more accurately reflects the category. Rankings overly
normalize the data without taking in contextual and cultural factors. Warning: once a new brand is
introduced into the herd, the measured changes.
modeling. Rankings more accurately reflects the category. Rankings overly
normalize the data without taking in contextual and cultural factors. Warning: once a new brand is
introduced into the herd, the measured changes.
Trackers can use social data as an early warning system.
The main point is that brand tracking is lagging, but the
promise of social, mobile, online, phone, and surveys working together makes
tracking more dynamic and actionable.
promise of social, mobile, online, phone, and surveys working together makes
tracking more dynamic and actionable.
Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.