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6 Key Elements of Brand Tracking Success

Posted On  October 28, 2019

At LRW we’ve built hundreds of brand tracking studies for some of the world’s largest and most iconic companies. Throughout our extensive experience, we’ve found that the most successful tracking programs have six key elements in common:

  1. Solid Partnership
  2. Data Quality
  3. A Detective’s Approach
  4. Human Understanding
  5. Robust Analytics
  6. Future-Proofing

In the following videos, our brand tracking experts dive into each one of these elements and explain how they come together to deliver reliable insights that offer a comprehensive diagnosis of your brand’s health.

Element #1: Solid Partnership

LRW Senior Vice President and General Manager Andrew Chizever shares how a trusted and experienced partner can help you get the most out of a brand tracking research project.

Element #2: Data Quality

LRW Chief Research Officer Hilary DeCamp explains why rock solid data quality is critical to the foundation of any brand tracking research project.

Element #3: A Detective’s Approach

If you’re using a brand tracker only for archival purposes, you’re not getting the most out of it. Brand tracking should be used to investigate the “how,” the “why,” the “who” and the “so what?” Jason Brooks, Senior Vice President of LRW’s Marketing and Data Science practice, elaborates on the benefits of approaching your brand tracking project like a detective.

Element #4: Human Understanding

In the mountains of data gathered by your brand tracker, it’s important not to overlook one crucial element to your research: human understanding. Lauren Murphy, Ph.D, of LRW’s Pragmatic Brain Science Institute® explains how behavioral science methods to reveal the true motivations behind purchase decisions

Element #5: Robust Analytics

If your brand tracker is doing its job, it’ll deliver volumes of data over time. So what do you do with all of that data? Marcello Magno, Senior Vice President and General Manager of LRW’s Marketing and Data Science team, discusses how both simple and advanced analytic techniques can unlock actionable insights into your brand.

Element #6: Future-Proofing

You may not know all of your brand’s future obstacles, but at least you can be prepared. LRW Senior Vice President and General Manager Scott Luck shares how you can adapt to internal and external changes by “future-proofing” your brand tracker.




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