Make the progression from branding to intent

Kate Sirkin

This paper introduces a series of Admap articles produced in association with Starcom MediaVest Group (SMG) covering aspects of SMG’s consumer tracking study, IntenTrack.

Make the progression from branding to intent

Kate Sirkin

One of the hardest parts of accountability in marketing is to devise a method for attributing interim consumer behaviours (specifically not final sales) accurately to individual media platforms and campaigns.

Starcom MediaVest Group has been working in that direction for the past three years, developing a product called IntenTrack™, an ongoing consumer tracking study that monitors media exposure, interim 'intent' behaviours and final purchase behaviour. The study samples an average of 250 consumers per 35 discrete product categories each week on an ongoing basis and tracks consumers' intent to research, to...

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