Trouble with tracking

Whitepaper Brand & Communication | 2013 | Engels

Introduction
 
Brand tracking, in our industry, is a generic term forthe collection and analysis of time-series data that are relevant to the performance of a brand in the market. Many companies actually run three or more tracking programmes, measuring communications separately to elements such as brand equity and claimed consumption. The problem is that the big budgets set aside for these tracking surveys are failing to deliver against important client objectives: they often don’t provide accurate information, they often don’t provide actionable information; and when they do provide information, they often don’t provide it in time.

Weten hoe uw brandtracker meer actionable inzichten kan leveren?
 

Marijke Guldemond
Director Branding, Communication & Shopper
e  Marijke.Guldemond@kantartns.com
t  (020) 5225 386

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