Are you in charge of building and managing brands?

Are you focused on driving the brand strategy and building a strong brand? In the short term activate the brand and in the long term building brand salience?

If yes! We built My Telescope for you.

Follow these four main metrics:

  1. Share of search for brand tracking

  2. Search and sentiment trend for attitude

  3. Business driver. A metric built on the marketing “4p model”.

  4. Key business driver - what to focus on when building a stong brand presence.

 
 

Do you want to know more? Continue reading!

Follow these four main metrics to see how creating and showing the results of your work becomes much easier:

 

Long term Metric - Track your brand

Build your brand to make marketing even more effective by creating long lasting positive associations to your brand.

Metric to follow:

Share of Search.

Why we recommend this metric: proven correlation between share of search trend and market share trend. The predictive lag depends on which category your brand is in (from 3 months to 1 year)

 

Short Term Metric

Make sure your marketing tactics support the short-term conversion and also play a part in building long-term results in emotional impact and positive associations.

Metric to use:

Search and sentiment trend.

Why we recommend this metric: the search and sentiment model is a weekly metric that tracks how much interest you create for your brand offering and marketing initiatives.

Explains the share of search on a weekly basis.

 

Medium Term Metric

What is your strategy, and what tactical pillars have you chosen to focus on? Understand which of your marketing mix drives positive interest for your brand.

Metric to use:

Business driver: A metric built on the marketing “4p model”.

Why we recommend this metric: 40% of your budget should aim to drive your tactics. So lets say your tactical focus is on building your go-to-market based on the product benefits - you better make sure the consumers feels its value for money. It is important to track that your initiatives are building the emotional triggers you are aiming for.

 

Diagnostics

To make sure you create your marketing plan based on a baseline knowledge.

Metric to use:

Key business driver

Why we recommend this metric: It shows which one of your business drivers that drives most impact towards your long term goals.