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Propr ietary & Confiden0al
brandgrowthstrategy
DevelopingbrandmetricstobusinessperformancePresentationonbehalfof:
BrandSmartConferencebyheAmericanMarketingAssociation
MichaelMillion
PROPRIETARYANDCONFIDENTIAL
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§ Whatarebrandmetricsandwhydotheyma>er?
§ Howcanwelinkbrandmetricsintobusinessperformance?
§ Behavioralmetrics
§ PerceptualMetrics
§ PerformanceMetrics
§ CorrelaIons
Agenda
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Whatarebrandmetrics?
BrandMetricsareunitsofmeasurementthatdeterminehowstrongorweakabrandisrelaIvetoitsimpactondrivingbusinessgoals
Typicallybrandmetricsfallintothreecategories:
• Behaviormetrics,orwhatemployeedotopromoteorbuildthebrand
• InteracIonmetrics,orhowcustomersinteractwiththebrand
• PercepIonmetrics,ortheresulIngpercepIonscustomerhavebasedontheirinteracIons
• Performancemetrics,ortheresulIngbusinessimpactbasedoncustomers’interacIonsandpercepIonswiththebrand.
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Whydobrandmetricstheymatter?
BrandmetricsareimportantasdiagnosIc,predicIve,andprescripIvetoolstohelpmanagersunderstandwhether(andtowhatextent)thebrandisontrackrelaIvetoitsposiIoning,anditsimpactonthebusiness.
Knowinghowyourbrandisperceivedenablesyouto“coursecorrect”asnecessarysothatthebrandisbe>eralignedwithoverallbusinessobjecIves,canheadoffemergingliabiliIes,andcantakeadvantageofmomentumorspikesinposiIvepercepIons.
Moreover,metricsofthistypeprovidevisibilityintowhichmarkeIngeffortsarepayingoffmostrelaIvetodrivingdesiredpercepIonsofthebrandandgrowingthebusiness.
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Examplesforeachtypeofmetriccategory?
BehavioralMetrics
InteracIonMetrics
PerceptualMetrics
PerformanceMetrics
Whatemployeesdotobuildthebrand
Howcustomersinteractwiththebrand
ResulIngcustomerpercepIons
ResulIngbusinessimpact
• Employeesunderstandingofstrategy
• Employeeengagementscores
• Experiencedelivery
• CommunicaIons
• Servicelevels
• Awareness
• ConsideraIon
• Reach/frequency
• Webtraffic
• Socialindex
• Demotrials
• Productreviews
• LeadgeneraIon
• Purchases
• Re-purchases
• MarketShare
• WalletShare
• ProfitMargin
• Revenueuplia
• Premiumpricing
• LifeImevalue
• Conversionrate
• CustomersaIsfacIon
• PosiIveassociaIons
• Frame-of-reference
• Purchaseintent
• Advocacyintent
• Netpromoterscores
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Howmightweprioritizewhichmetricstotrack?
BehavioralMetrics
InteracIonMetrics
PerceptualMetrics
PerformanceMetrics
Whichmetricswillhavethebiggestimpactonhowcustomersexperienceyourbrand?
Whichmetricswillhavethebiggestimpactonhowyourbrandisperceived?
Whichmetricswillhavethebiggestimpactontheperformanceofyourbusiness?
Whatarethemostimportantmetricstotracktheperformanceofyourbusiness?
Startwiththeend,andworkbackwards
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Howcanwelinkbrandmetricsintobusinessperformance?
BehavioralMetrics
InteracIonMetrics
PerceptualMetrics
PerformanceMetrics
Whatemployeesdotobuildthebrand
Howcustomersinteractwiththebrand
ResulIngcustomerpercepIons
ResulIngbusinessimpact
• Employeesunderstandingofstrategy• Employeeengagementscores• Referrals• Experiencedelivery• CommunicaIons
• Awareness
• ConsideraIon
• Reach/frequency
• Webtraffic
• Socialindex
• Demotrials
• Productreviews
• LeadgeneraIon
• Purchases
• Re-purchases
• MarketShare
• WalletShare
• ProfitMargin
• Revenueuplia
• Premiumpricing
• LifeImevalue
• Conversionrate
• CustomersaIsfacIon
• PosiIveassociaIons
• Frame-of-reference
• Purchaseintent
• Advocacyintent
• Brandrelevane
Aaerthekeyperformancemetricsaredetermined,testhowtheyareeffected(increasedordecreased)byisolaInginondifferentperceptual,interacIonandbehaviorallevers/andhowtheycorrelatewitheachother
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InConclusion
§ Brandmetricscanbefiendinseveraldifferentways
§ MetricsthatonlytrackpercepFonsofthebrandwillhavelimitedvalue
§ EnhancedvaluewillcomefromconnecFngthoseperceptualmetricsforcustomeracFonsandthusbusinessperformance,aswellasthoseacFonsthatdriventhosepercepFons
§ DeterminingwhichleversdrivewhichmetricsareimportantwhenresourcesareconstrainedandprioriFzaFonisparamount
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