Millward Brownwww.millwardbrown.com
Tracking philosophy
In a world of proliferating media channels and head-spinning consumer choice, monitoring the health of your brand and the effectiveness of your marketing spend is more complex than ever before.
Dynamic Tracking is the in-market monitoring of the journey from strategy to reality.
Translating data into findings, and then putting those findings into a marketing context, enables you to improve your return on marketing investment by answering the essential brand and marketing questions.
From awareness and positioning, through to the effectiveness of your communications, to the impact of point-ofsale or packaging, Dynamic Tracking provides a complete 360-degree view of brand health.
Dynamic Tracking is flexible and tailored in terms of measures, data collection, deliverables and levels of service. You can be assured that the solution that we can offer you has been genuinely customised for your brands and your individual, specific requirements.
Distinctive features
In Dynamic Tracking each module explores a specific aspect of overall brand health. Core questions enable us to provide you with valid comparisons.
The modules include the following: - Brand Essentials: measures of brand equity, affinity, personality, positioning and desire.
- Brand Experience: assesses how direct interaction with your brand affects customers and potential customers.
- Point of Sale: evaluates the effectiveness of different sales activation initiatives, and provides valuable insights into the factors that motivate potential customers to buy.
- Media and Communications: answers the key questions, ‘Are your marketing communications working?’ and ‘Are the media you are using optimising the effectiveness of your communications?’
We have developed new ways to measure ‘third party’ communications such as blogs and mobile communications. We can also explore issues around price and value, enabling you to maintain a competitive edge.
Measures:- Brand equity
- Brand positioning
- Brand personality
- Brand values
- Communications awareness
- Communications diagnostics (at campaign and execution level)
- Campaign recognition
(* indicates key measure)
| Media | Track | Specialise | | | | TV |  | | | | | Press | | | | | | Radio | | | | | | Cinema | | | | | | Posters | | | | | | Direct mail | | | | | | Internet | | | | | | Sponsorship | | | | | | PR | | | | | | Point-of-sale | | |
Sample design and method
Syndicated/tailor-made for each client?
Client-specific service.
Universe: tailored to client.
Sample size: tailored to client.
Sampling method: tailored to client.
Survey method: all, including pen and paper, CAPI, CASI, CATI, internet.
Modelling and analysis
Modelling: variety of proprietary modelling and statistical tools.
Analysis software: SPSS Dimensions, Quanvert and proprietary web-based delivery systems with intelligent statistical routines.
Frequency
Fieldwork: continuous, seasonal, dips, client dependent.
Reporting: tailored to client.
Data: weekly, four weekly.
Personal presentation: tailored to client.
Experience
No. execs with tracking experience: 170+
Millward Brown has been engaged in ad tracking for 28 years.
International service available:
more than 70 offices in over 40 countries.
Other special features
We have a range of experts providing professional excellence in media, PR and brand investment planning, as well as statistical modelling and qualitative. In addition, because KMR is part of the Millward Brown Group, we have unique access to TGI.
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