Brand Tracking & Communications Effectiveness

As insight practitioners and strategists, we are focused on answering the why. Today, behavioural data replaces traditional brand tracking data by telling us what people are doing, but it doesn’t tell us the whys. Our Brand Growth programme harnesses smart tools to enable always-on communities, mobile self-ethnography and AI-driven Natural Language Processing. This gives us the ability to survey hundreds of people in minutes, conduct focus groups at scale in hours, or run experience ethnographies in days.

While traditional marketing has changed beyond all recognition, most tracking metrics remain unchanged. At Hall & Partners, we believe modern marketing requires a modern approach, which is why we have introduced new metrics that reflect exactly how today’s campaigns are designed to work. We believe brand communications need to inspire, create an intense emotional response, generate a purposeful connection, and build a community. Crucially, our refreshed metrics also evaluate how ‘personalised’ your marketing message is seen to be. We capture all this information (and more) through our unique framework which identifies what your customers ‘See’, ‘Feel’, ‘Think’, and ‘Do’.

First, we get to know your business better and understand your key commercial goals. We then identify the best brand and sales metrics to focus on: Net Promoter Score (NPS), footfall, share, growth, new account openings, etc. Our ‘data shaking’ process helps identify the most relevant data sets to feed into and create a predictive model. Multi-variate regression analytical techniques are then used to isolate and measure the link between brand and sales while controlling any ‘noise’ variables. Lastly, we run scenarios of future long-term, brand-driven sales using our test-and-learn simulation tool: Predict. This de-risks your strategy and provides robust, safe predictions you can rely on.