Brand Performance & Analytics

Overview

This workshop explains key approaches to understanding how the brand is performing within the framework of customer and stakeholder values and expectations, and the market, to improve business performance. How much value does brand bring to the business? What to track? What to prioritise? How to find the right metrics? Brands - and their assets - are critical drivers of value and marketers need to be increasingly skilled in determining how brand equity and brand value can and should be measured together with recommending revisions to the brand/marketing plan based on a reliable range of metrics and analytics.

Who should attend?

This workshop has been developed for marketing and brand professionals, business owners and managers who have responsibility to design and/ or manage their brand analytics and metrics. Marketers and brand managers who need to demonstrate the value of brand related activity to the organisation and make sense of the mass of metrics available in the context of their brand challenges will benefit.

Learning outcomes

• Develop appropriate business, brand and behaviour measures
• Strengthen the approach to measurement in brand marketing plans 
• Use metrics to manage brand marketing resources and investment 
• Create a brand measurement dashboard
• Use quantitative brand metrics to measure brand performance 
• Develop and implement an effective brand audit
• Assess how well market research data is converted to insight
• Using perfomance analytics to improve the brand plan