The brand health puzzle: Picking the right metrics for accurate evaluation of brand health

This article explores how a company can select and optimise the right metrics to understand the health of its brand, suggesting methods to ensure reliability and championing understanding over data.

The brand health puzzle: picking the right metrics for accurate evaluation of brand health

David Ward

With so much data flowing through such a fast-paced world, how do marketers pick the right metrics to get an accurate evaluation of their brand's health?

Marketers now have almost an embarrassment of riches when it comes to information about both their customers and the health of their brand. Not only is there a dizzying array of tools that CMOs and their staffs can use to monitor consumer interactions with brands in near real time, but there is also an increasing number of market...

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