Taking Brand Tracking to the Next Level: how experiences can predict behaviour

Hannah Fisher & Fiona Blades
MORE TH>N / MESH Experience

Introduction

The problem with traditional brand tracking is that Consideration doesn't move, or is slow to move. Even if it does move, we don't really know why, or we have to guess at why something has happened.

This makes it difficult to make decisions, particularly when you are working with a tool that looks backwards, and not forwards.

What we need is:

  • A tool that explains why Consideration moves in the way it does and preferably helps us to predict future consideration and sales.
  • A way to understand where to invest our marketing spend. Should we be investing more in TV or Facebook?
  • An approach that helps us to understand how our marketing activity is working with which audiences at which stages in the path to purchase.

The MORE TH>N Challenge