One of the biggest challenges for marketers is being able to accurately measure brand perception and brand awareness.
Traditional brand studies or research can be subjective and often do not take all marketing activity into account. According to studies, only 3% of marketers measure brand awareness consistently and effectively, but our data experts in the latest insight webinar (you can watch on-demand here) are sharing their knowledge to help you get started with brand uplift.
For many marketers and businesses, the primary impact of a campaign is to stimulate demand for a specific product or service, which is relatively easy to measure. However, it is equally important to measure the impact of your campaigns on brand awareness, as this will ensure your customers have your brand at the forefront of their mind when considering similar products or services in the future.
By using a statistical model and quantifying the impact of campaigns on your brand, working with an expert partner like Crimtan can help you uncover the impact that a single campaign has had on your brand awareness. More specifically, on your brand’s search demand. Clearly showing how your marketing campaigns have helped with brand recognition, and in turn, helping you to define future campaign objectives and considerations.
Behind the scenes, our tool works by creating a dataset of searches per week as a proxy of brand demand and building a model that estimates brand demand without the campaign. This demonstrates how campaign spend affects brand demand and shows you the benefits of specific campaigns.
In today’s world, margins are tight and every penny in your budget counts, so being able to measure return on investment is critical. And building a brand hasn’t always been the easiest thing to quantify. Brand uplift analysis enables you to identify and measure the true impact of your marketing activity. Giving you a solid understanding of how well your brand is performing within the market compared to your competitors, and identifying how memorable your brand is to your target customers.
If you would like to find out even more about how we measure brand uplift, you can hear from the brains behind the analysis, Joe Mountford, discussing all things data on our latest episode of the programmatic insight webinar series. And don’t forget to catch up with our sessions on geo-demand and persona insights while you’re there; you can watch them all on-demand for free.
And if you’d like to speak to one of our experts about how to include brand uplift measurement in your next campaign, get in touch today.