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Are your brand-building efforts really working? A new analytical approach for assessing and growing your brand
Despite the proliferation of data and new technologies over the past several decades, brands remain challenged with finding comprehensive and data-driven solutions for measuring and improving brand health. By combining analytical concepts developed in the last century around consumer loyalty with currently available data and technology, marketers can more precisely define and measure brand health as well as grow loyalty over time with targeting strategies that drive short-term returns. This approach, anchored in levels of loyalty, provides an alternative to the traditional brand purchase funnel in orienting brand-building strategies and offers marketers new opportunities for assessing and ensuring brand performance in this post-pandemic climate of shifting consumer needs and uncertain macroenvironmental dynamics.
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Emiko Seale is an innovation leader in marketing strategy and analytics. She began her career in the agency world focusing on new content launches for media and entertainment brands and then transitioned to start-ups in the martech space, including five years based in Tokyo working with chief marketing officers across Asia-Pacific to increase the effectiveness of marketing. Beyond marketing, she has worked for big data technology providers to define and drive value with data and analytics across organisational functions. Currently, Emiko is focused on enterprise innovation as part of the Marketing Solutions Knowledge Lab at TransUnion.