Measure, Track and Enhance
Brand Health
Measuring brand health can be challenging. Long payback periods, indirect measurement methods, and reliance on qualitative surveys make it difficult to track key brand metrics like awareness and consideration.
Traditional models - such as last-click attribution - often overlook the long-term impact of brand-building efforts, creating gaps across mid and upper-funnel activity in a fragmented agency landscape.
Our brand health approach solves this by combining advanced consumer tracking with media mix modelling (MMM), providing a complete view of brand performance over time. These insights fuel a unified action plan - designed to drive long-term, sustainable commercial growth.
Brand Health Tracking and Measurement
Our comprehensive brand health solution includes:
- Industry-leading brand tracking to monitor performance across diverse audiences and global markets
- Rich consumer insights that support persona development and seamless strategy integration
- Key driver analysis to identify what influences brand preference across categories, brands, and audience segments
- Principal component analysis to uncover high-impact opportunities for brand growth
- Actionable perception data to inform confident strategic decision-making
Customer IQ
Bridging Brand Insights with Attribution
Going beyond traditional brand health tracking, our proprietary CustomerIQ reporting suite connects qualitative brand data with quantitative transactional insights, eliminating the fragmentation many brands experience.
CustomerIQ delivers advanced attribution and measurement capabilities, including:
- Free-to-paid channel progression analysis to track customer loyalty over time
- Customer profitability insights to measure the true ROI of brand investment
- Share of voice and search analysis, as leading indicators of long-term market share
- Discount impact analysis to refine and optimise promotional strategies
- Marketing funnel spend visualisation for smarter, more effective budget allocation
- Customer value funnels to track how brand activity drives consumer engagement
With brand health at the heart of our approach, we quip businesses with the actionable insights they need to drive long-term brand equity, strengthen customer loyalty, and fuel sustainable growth.
Media Mix Modelling (MMM)
Mixed media modelling (MMM) helps brands to understand how different channels work together to drive long-term impact, unlike attribution models that only focus on short-term conversions. MMM is deterministic, using clear cause-effect relationships that make it resilient to external factors like economic shifts or platform changes.
To get the full picture, a multi-layered approach is essential, combining tracking surveys, experiments, and modelling. MMM techniques analyse marketing patterns to reveal how each channel contributes to outcomes like revenue and customer acquisition, capturing the cumulative effect of brand-building and cross-channel interactions over time.
Tracking delivers short-term performance insights.
Surveys provide consumer sentiment and brand perception data.
Experiments isolate the effects of specific media investments.
Modelling leverages historical data to estimate long-term business impacts.
Optimising Investments
Helping brands to optimise their investments, MMM analyses how different marketing channels influence sales, offering a clearer, more accurate view of ROI. It supports long-term planning by uncovering the drivers of sustained brand success, empowering brands to navigate market changes with greater confidence.
In today's fast-moving environment, MMM provides a flexible framework that adapts to shifting consumer behaviours and external influences, ensuring brands stay relevant and responsive.
Unlike traditional measurement frameworks, MMM doesn’t just explain past performance, it guides future strategy. Whether it's generating more revenue, acquiring new customers, or rebalancing spend to boost brand awareness, MMM informs smarter, action-orientated decisions.
Our brand health package, combined with MMM, is a proven solution, tested across international markets to drive consistent, measurable growth.
Growth Using Our Model
A leading beauty brand used our MMM solution to optimise their media spend for long-term growth while sustaining short-term performance. Explore our case study to get insights into our process.
The Situation
Initial brand tracking revealed that, while the beauty client had strong category sales, their brand awareness did not correlate to their market share, highlighting an over-reliance on performance media.
With rising costs in performance channels, the brand recognised that long-term profitable growth would require a strategic shift: investing in brand-building to drive demand through owned messaging rather than relying solely on price-driven conversions.
Our Approach
Working closely with the brand, we identified key metrics through our tracking framework and MMM approach to develop a model optimised for brand awareness. To validate the impact, we ran a geo-test - a method that isolates specific regions to compare performance between test and control areas, providing a clear view of incremental lift.
In the test, the client rebalanced their media spend based on the model's recommendations, prioritising brand-building with increasing total investment.
The Results
The geo-test results highlighted measurable improvements in both brand awareness and performance efficiency, including:
- 1% increase in revenue
- 22% growth in brand search demand
- 2% rise in new customer volume
Ready to Explore How THG Studios Can Support Your Brand Health?
Our integrated approach combines brand tracking with media mix modelling for a holistic view of both short-term performance and long-term growth.
Curious how this could unlock growth for your brand? Let's talk
