Focusing on meaningful inputs and drivers of digital brand performance

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Focusing on meaningful inputs and drivers of digital brand performance

Sarah WalkerMillward Brown

Focusing on the meaningful inputs and drivers of brand performance, not just the incidental noise of digital data, allows marketers to make more informed and appropriate decisions about how they manage their brands, keeping communications on course and unlocking new opportunities.

Advertising research

This article is part of a collection of articles on advertising research. Read more.

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