What we know about campaign and brand tracking

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

While business metrics are the true test of campaign effectiveness, traditional tracking metrics can be intermediate indicators of success. While the right business metrics can measure brand strength, there is also an important role for brand tracking research as a future-facing brand management tool. Traditional tracking practices are being challenged by new theories such as the Ehrenberg Bass Institute’s concept of mental availability, “share of search” and the focus on customer experience. Recently, there is increasing interest in using AI and social listening, including real-time tracking to be more agile and enable campaign optimisation.

Definition

Campaign tracking studies measure the...

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