For all the advancements in data and technology over recent years, brand tracking has remained relatively stagnant – the way we conduct brand tracking today is pretty similar to the way it was done 15 years ago. This is a huge waste, as technology can unlock incredible value without needing to increase budget.
Here are the 6 things you should think about when looking to upgrade your brand tracking:
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Build a new first-party data asset from your survey responses
You’re capturing millions of answers every year in your brand tracking. Currently this data is used once and thrown away, left dormant on someone’s computer in an SPSS or Excel file. This is a huge waste. Technology can now activate this data into a living data asset, with every answer tied back to an individual panelist.
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Connect digital adview data
By placing a tag (snippet of code) within your digital media buying, you can easily append ad-view columns to your raw data – the number of times the respondent saw the ad, which channels they saw it on, the creatives they saw, time of day, and many more.
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Enrich brand tracking responses with hundreds of additional data sources
Connecting brand tracking respondents to a Data Management Platform (DMP) allows you to enrich your brand tracking raw data with hundreds of other data sources – anything from purchase data, media consumption, interests, location, psychographics, and many more.
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Automate brand tracking onto cutting-edge dashboards
If you or your team is spending hours every month putting powerpoint slides together, you’re not focusing on the highest value activity (the ‘why’ and the ‘so what’). Dashboarding tools are everywhere these days and should reduce the risk of manual error if implemented correctly. They’re also a great way to share insights throughout an organization and, depending on the tool used, will allow you to export the insights you want to present directly into Powerpoint.
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Leverage your new data asset
By building rich profiles on each respondent when they take your brand tracking study, you can quickly create interesting respondent groups which you can send a survey to to driver deeper insight. Applications of this tech could be to enable you to create respondent groups for each of your proprietary segments to be able to tap back into at will, or to identify cross-category brand loyalists, or to generate longitudinal insights.
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Connect your new data asset directly to digital media buying
Identify valuable media respondent groups (high LTV, competitor customers, brand loyalists, or your proprietary segments) – use them as a seed for a lookalike model to scale into millions of people that can be targeted with digital media.
Founded in 2001 and listed on the Australian Stock Exchange, Pureprofile is an insights tech company that has invested millions to create technology to bring brand tracking into the digital age. We’re passionate about helping brands and their agencies to take their brand tracking to the next level, and have been for over 15 years.
