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Advertising has the power to create and maintain great brands and tracking has a vital role to play in maximising its effectiveness. It is the main opportunity to understand how your advertising influences its audience and should also help to guide the longer term management of your brand and its communication.

At Researchcraft we believe that tracking provides the greatest value when it is built around what the brand, and your advertising, is trying to achieve, rather than just the production of simple metrics and performance against norms. We take a structured approach to evaluate past activity and input to future direction. This brings a comprehensive understanding of how your campaign has worked and uses some advanced modelling approaches to demonstrate how the different media have contributed to your brand objectives.

Past Activity

We look at the:
Reach of the campaign
Reaction to it
Response on brand measures
Return using econometric modelling & other techniques

And we have developed a range of analysis and modelling approaches specifically to provide actionable feedback in all of these areas. This includes our new Brand Effect Modelling which is designed to help you maximise the effectiveness of your integrated marketing campaigns.

Future Direction

We believe that tracking studies are also about understanding how your brand, and competitors, are perceived, which allows strategies for capitalising on success, or improving the situation, to be developed. To do this we use the brand measures we track, but look at them in a more holistic and strategic way – digging under the surface to see what the strengths and weaknesses, opportunities and threats are. 

To find out more about how you could be using Researchcraft’s brand and advertising expertise, or to request more information, please click here.

    
       
 

 
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