Continuous insight into the most important marketing KPIs via the brand tracker

We understand the importance of KPIs and conduct brand trackers for various organizations (both large and small) to gain insight into these.

In a brand tracker, (virtually) the same survey is conducted several times over a certain period to monitor developments in the most important KPIs. This allows you to keep your finger on the pulse and intervene when necessary. The research provides relevant insights into the growth your brand experiences during campaigns, or the brand lift. Thanks to our focus on building strong relationships with our customers and pursuing tangible results, we ensure that you have optimal insight into your brand performance.

Markteffect a proactive sparring partner with a no-nonsense approach, which fits in perfectly with DMG's culture. The in-depth analyses and clear reports from the brand tracker Markteffect provide us with useful tools for making the right marketing decisions.” 
Joost de Hoop, Marketing Data Analyst at DMG

How is a brand tracker implemented?

A brand tracker continuously monitors a brand's performance in the market with regard to predefined aspects, but also in relation to the competition. The most common method for this is online research. The research results can then be displayed directly in an online dashboard. In consultation, it is determined which elements will be measured continuously, which competitors (if any) will be included in the research, and how large the sample size should be per measurement.

For the survey, it is important to ask a series of questions that remain unchanged over a longer period of time, so that developments can be measured over time. However, we also offer you the option of asking additional questions that can be changed every month or every quarter. This allows you to remain flexible and use the survey for other information needs, such as content or thought leadership. And if, for example, you are running an (ATL) advertising campaign, you can ask a few questions about it and gain immediate insight into the effect of the campaign on your brand awareness.

We have access to an extensive consumer panel (B2C) and a large panel of participants from the business community (B2B). The large size of the panels ensures that participants can only participate once a year. This keeps your research results relevant and accurate; we call this a fresh sample. Of course, we can also carry out a brand tracker based on your own customer base. We are happy to discuss the possibilities with you.

How does Markteffect make a brand tracker
unique for you? 

We offer the option of adding extra depth. The online questionnaire usually provides insight into brand awareness, image, and consideration, but this can also be supplemented with actual consumer behavior.

The theory of Byron Sharp, Kahneman, and others teaches us that relying solely on expected behavior is not a good indicator. Consumers say A, but in practice they may also choose B. That is why our brand tracker surveys also take a closer look at actual behavior. People have purchased something and are asked a number of specific questions about it. In addition, we always opt for a customized online dashboard, developed based on your information needs, and we help you implement the results.

What are the benefits of a brand tracker?

Depending on your requirements, we will consult with you to determine how often respondents will be approached and how you would like to monitor the results. We have a user-friendly online dashboard (Power BI) that you can access 24/7. This allows you to quickly and easily view the results and monitor developments wherever you are, as well as export results for (internal) reports.

If you prefer to receive a concise or comprehensive research report, that option is of course also available. By monitoring the most important marketing KPIs, you can take immediate action or follow through when necessary. We believe it is important to ensure that you can make decisions based on the best and most relevant insights.

The benefits of the online dashboard in Power BI:

• Access to recent research results anytime, anywhere
• View scores and developments at a glance
• You can easily make selections for specific insights, for example based on gender or region.
• Easily export research results to Excel or PowerPoint
• Multiple licenses per organization, which can be customized based on role. For example, MT members can see the entire dashboard, but certain data can be restricted for colleagues.