Balancing brand & business using analytics

Giorgia Martinucci Search & Content Manager @matterofform

Matter Of Form | Interactions That Create Value 2

We believe that the moments when brands and people come together change businesses.

So this session is about brands.

Brands change the way you feel.

Brands change language.

Brands change culture.

Brands enable

flex.

Brands create communities.

So brands are pretty valuable, huh.

“All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies in the goodwill of our brand franchise and the collective knowledge in the company.” !

- Roberto Goizueta, the late CEO of Coca-Cola

But we rarely measure them through Analytics.

Are we too purist?

The usual suspects we look at: •sessions •conversion rate

But how do we measure a brand?

We create a custom framework.

Data set Data Attribution Weighing Score

Where to find the data?

Google Trends

Keywords report

Adwords Keyword Planner

Site search results

Referrals

Recency

Social listening tools

Data set Data Attribution Weighing Score

organic traffic sessions 1,000 90 9% 5

Google trends n. of searches 2,000 90 9% 7

Referrals n. of links 100 60 6% 4

Brand’s health 16/20

Key takeaways

Brands have value Measuring their strength is important Tailored framework for each business Assessment on a variety of data sources

Interact with us.

Get in touch.@matterofform !

matterofform.com