In a world of constant, immediate communication, brands are directly and quickly affected by the broad, but often subtle, changes in cultural attitudes that influence consumer behavior.
- Sales or store traffic for mass consumer brands.
Example: Those who recognize one touchpoint versus those that recognize two or more.
- Unpack deeper meanings behind attribute statements.
- Gauge the arc and velocity of change.
- Identify questions we should be asking.
We work with your historical research and internal business data to align tracking with business performance. For example:
Example: Isolating those who recognized the ad and linked it to your brand.
PEERING INTO THE FUTURE.
STREAMLINING WHERE
AND WHEN.
We get the most out of Recognition State Analysis by:
THE RIGHT CONSUMER.
NOT MORE CONSUMERS.
Constant coverage every week and in every market gives a sense of security. But it’s expensive and can give you more than you need.
A media-centric approach that measures the impact of marketing and consumer conversations on brand health.
Character is the combination of rich values that define a brand and provide a powerful sense of purpose.
We stay on top of cultural shifts that can have a big impact on your brand.
Favorite Brand: When brands achieve exclusive favorite status among consumers.
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We include visual recognition questions on your ad and other creative in the same survey as your brand KPIs. This is a great way to link your marketing to changes in brand health.
Our Recognition State Analyses compare people who recognize your creative vs. those who do not. Attributes that are higher among ad recognizers traditionally are ones that grow over the long-term when sticking to that strategy.
.Beyond recognition questions, we also use digital cookies to tag your online marketing to understand which respondents have been exposed to your digital banners and video.
CONSISTENT
CARES
We identify the influencers, trending and tension-filled topics, emerging competition, and shifting expectations that explain tracking changes and help us guide future questions and measures.
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AHEAD OF THE CURVE
THE POWER OF HUMAN VOICES.
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Example: Those who recognize TV and not digital, digital and not TV, or both forms of media.
We’ve got our eye on Character, an increasingly important aspect of brand health that tracks to market cap growth.
Two critical metrics stood out that relate to long term growth:
Whether you’re starting with the basics or examining the impact of cultural influences, we connect brand to meaningful context at every stage.
Streamlined tracking that focuses on the most important metrics to brand growth.
We define the right cadence.
SOCIAL MEDIA ANALYTICS:
- Write better questions to track upcoming changes.
- When multiple markets act similarly, picking one representative market from the group.
METRICS THAT MATTER
IN THE LONG RUN.
1. Video probes for single questions.
RELIABLE
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Our mobile-friendly surveys make it easier for leading edge audiences like Millennials and Hispanics to participate.
The metrics that best predict success for other brands aren’t necessarily the metrics that will best predict yours. We look at relevant KPIs to capture what truly matters.
- Significant media/marketing events.
A comprehensive tracking system that layers on cultural trends and deep qualitative for a holistic perspective.
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Example: Those who recognize TV and not digital, digital and not TV, or both forms of media.
We Leverage:
We focus our surveys on the metrics that correlate to lasting business growth.
Unaided Awareness: Mindshare before consumers begin the purchase process.
ALIGNING YOUR BRAND
WITH KPIS.
We use Cultural Insights to uncover, understand and anticipate those emerging trends to:
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More than ever, the messaging you don’t control has the potential to make or break your brand. We leverage unstructured social ‘events’ and consumer-led conversations as a diagnostic tool to increase understanding of the market.
TRENDS + CULTURAL INSIGHTS :
Other social media monitors are limited to share-of-voice and sentiment, which can be hard to connect to tracking results.
DISRUPTIVE
Our Recognition State Analyses compare people who recognize your creative vs. those who do not. Attributes that are higher among ad recognizers traditionally are ones that grow over the long-term when sticking to that strategy.
Beyond recognition questions, we also use digital cookies to tag your online marketing to understand which respondents have been exposed to your digital banners and video.
CHARACTER COUNTS.
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LEARN MORE
2. Qualitative follow-up for deeper exploration.
A DEEPER LOOK AT
MEDIA COMBINATIONS.
2. Measuring the impact of touchpoint frequency
- Get in front of impending forces of change.
We evaluate and refine KPIs after each tracking year to ensure that we’re capturing the most important metrics as they become relevant.
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And focus on the right markets.
MARKETING MATTERS
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Instead of focusing on all shoppers equally, we talk to consumers that matter: high opportunity groups, active decision makers, and key influencers.
3. Splitting out branded recognition
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QUALITATIVE TOOLS:
Most tracking defaults to “category shoppers.” That’s a little bit like boiling the ocean. We target the right consumers, honing in on an audience that’s likely to jive with what your brand is all about.
CONNECTING BRAND
AND MARKETING.
Character-ful brand attributes related to long term growth:
- Tracking in only markets that are truly different.
Layering qualitative methods on tracking helps us to:
EXCITING
- Inbound leads or organic site traffic for considered purchases.
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Open-ended questions can elicit cryptic responses. We go deeper.
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- Peak-seasons of high category volume or change.
CONSUMER
CULTURE
LEARN MORE
- Understand why brand metrics may be changing.
CAPTURING THE UNSTRUCTURED CONVERSATION.
1. Going deeper with media combinations and builds
LEARN MORE
AUTHENTIC
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BETTER BASICS
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Customers now expect brands to reflect Character in every aspect of the business – from the front of the house to the back.
In 2016, we tested a suite of tracking metrics against a brand’s long term (four-year market cap) growth. The study covered 17 categories and 40 brands.
- Deep, nuanced reporting for consumer insights teams in the mode that’s most useful.
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People don’t learn from lectures, they learn by talking, questioning and doing. We flip the script on traditional ‘research monologues’ and turn them into active workshops.
- Concise, issue-oriented summaries for the executive team.
Let’s shift the conversation from what we learned, to what you’ll do next.
We tailor reporting to the stakeholders and decision-makers that rely on it, curating insights and mapping the right reporting tool to the right audience:
PUT THE INSIGHTS TO WORK.
Insights are only only as good as a story well told. We articulate your tracker's key findings with clear, curated deliverables that focus on the most critical information.
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KNOW YOUR AUDIENCE.
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Whether it’s media or product teams, ad agency or corporate communications, we bring the teams that touch brand together to talk about what we’ve learned, what it means and what comes next.
- Curated, visually appealing quarterly reports for engaged stakeholders.
- Infographics for broader audiences.
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BETTER BASICS
Convergent Tracking is scalable. Layer on insights and contextual considerations to best fit your business needs over time.
CONSUMER
CULTURE
MARKETING
MATTERS
Your tracker should serve as the engine of your whole research system: pulling insights from multiple sources and informing the questions you’ll ask next. Convergent Tracking’s integration of data with context informs smarter, faster decision making.
Our most in-depth tracker, designed to maximize insight and stay ahead of the times.
Perfect for forward-looking brands seeking to get ahead of ever-changing consumer trends and values.
Our core tracker, focused to minimize costs and maximize impact.
Perfect for emerging brands with limited budgets.
Give us a call or drop us a note, and we can get cracking at designing the best tracking option for you and your brand.
Our most popular tracker, designed to understand the marketing forces that shape our trends.
Perfect for brands with significant marketing spend.
tracking@keltonglobal.com
KELTON CONVERGENT TRACKING