Marketers believe in the value of brands, but tracking and demonstrating their contribution to business outcomes can be challenging in today’s complex media environment.  Managers may complain that brand metrics don’t “move” in response to marketing efforts, “fail” to predict sales, or are not frequent or granular enough to guide campaigns.

In response we need to ask:

• What should we expect brands to do for us—when and how along the consumer decision journey?
• Are we measuring the right things the right way—both short-term and long-term?
• How can we connect our brand metrics with other KPIs (overcoming information silos)?
• Are there other data sources and analyses we could use to enhance our brand measurement?
• How can our brand measurement best meet the needs of different constituents?

Drawing on the latest research from diverse academic disciplines, Andrew Stephen (University of Oxford) and Markus Giesler (York University) will provide a framework for thinking about these issues and discuss applications that can help workshop participants enhance their brand measurement efforts.

Login to your account or contact msi@msi.org to register.