Propr ietary & Confiden0al

brandgrowthstrategy

DevelopingbrandmetricstobusinessperformancePresentationonbehalfof:

BrandSmartConferencebyheAmericanMarketingAssociation

MichaelMillion

mmillion@fullsurge.com

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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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