Measure, Track and Enhance
Brand Health
Measuring brand health can be complex due to delayed payback periods, indirect measurement frameworks, and reliance on qualitative surveys to track key brand metrics like awareness and consideration. Traditional marketing measurement methods - such as last-click attribution - often fail to capture the long-term impact of brand building, leading to gaps in mid- and upper-funnel efforts across a fragmented agency landscape.
Our brand health approach integrates advanced consumer tracking with media mix modelling, providing a holistic view of brand performance over time. These insights power a consolidated brand action plan designed to deliver sustainable commercial growth.
Brand health tracking and measurement
Our robust brand health solution includes:
- Industry-leading brand tracking to reach diverse audiences in global markets
- Deep consumer insights, supporting persona development and integration
- Key driver analysis across categories, brands, and personas
- Principal component analysis to uncover brand growth opportunities
- Core brand perception insights for strategic decision-making
Customer IQ
Bridging brand insights with attribution
Beyond traditional brand health tracking, our proprietary CustomerIQ reporting suite bridges qualitative brand data with quantitative transactional data, eliminating the fragmentation many brands experience.
CustomerIQ offers advanced attribution and measurement capabilities, including:
- Free-to-paid channel progression analysis for customer loyalty tracking
- Customer profitability insights to measure the ROI of brand investment
- Share of voice and search analysis, key indicators of long-term market share
- Discount impact analysis to optimise promotional strategies
- Marketing funnel spend visualisation for improved budget allocation
- Customer value funnels to track brand-driven consumer engagement
With brand health at the core of our strategy, we provide businesses with actionable insights that drive long-term brand equity, customer loyalty, and sustainable growth.
Media Mix Modelling (MMM)
MMM helps brands to understand how different channels work together to create long-term impact, unlike attribution models that only measure immediate conversions. MMM is deterministic and uses measurable cause-effect relationships, which make it robust against external factors like economic trends and evolving platform developments.
To be effective, a multi-layered approach is needed, combining tracking surveys, experiments, and modelling. MMM analyses patterns in marketing data to understand the contributions of each channel to business outcomes, like revenue and customer acquisition. Unlike last-click attribution, MMM considers the cumulative effects of brand-building activities and the interaction of different channels over time.
Tracking offering short-term insights.
Surveys providing consumer sentiment data.
Experiments helping to isolate the impact of specific media investments.
Modelling using historical data to estimate long-term impacts.
Optimising investments
MMM helps brands to optimise their investments by analysing the impact of various marketing channels on sales, giving a truer picture of ROI. It supports long-term planning by revealing the factors that contribute to sustained brand success, helping brands navigate market shifts with confidence.
In a dynamic market, MMM also offers a flexible framework to adapt to changing consumer behaviours and external influences, ensuring continued brand relevance.
Unlike traditional marketing measurement frameworks, MMM doesn’t just say what happened. It optimises your budget to tell you what to do next: whether that’s driving more revenue, optimising your channel mix to drive more new customer growth, or rebalancing the marketing spend mix to grow brand awareness.
Our brand health package, combined with MMM, is tried and tested across international markets.
Growth using our model
A beauty client used MMM to optimise their media spend for long-term growth while maintaining short-term performance.
The situation
Brand tracking initially showed us that the beauty client had significant sales in their category, but their level of brand awareness did not correlate to their market share, indicating an over reliance on performance media.
The client knew that the secret to long term profitable growth in their category was shifting away from performance media (and its rising costs), and investing in their brand to generate demand where the client had control over the messaging outside of price.
Our approach
We identified key metrics with the client to to focus on using our brand tracking, and worked with our MMM team to develop a model that could optimise towards brand awareness. A geo-test then accurately measured the incrementality of the model's optimisations.
A geo-test in digital marketing isolates specific geographic regions to measure the impact of marketing activity by comparing performance between test and control areas.
In the test, the client rebalanced their media spend using the model optimisations to prioritise brand awareness. They saw measurable improvements without increasing total spend.
The results
1% increase in revenue.
22% growth in brand search demand.
2% increase in new customer volume.
Ready to explore how THG Studios can support your brand health?
Our approach to brand health and continued brand tracking, combined with Media Mix Modelling enables a holistic approach to both short term performance and long-term growth. Want to understand how this could support your brand growth?
