They realized the need to establish a data-driven culture where brand marketing is based on specific data insights and empowers the teams to advance in their learning journey towards increasingly effective own channel marketing.
We developed a measurement framework based on the long-term goals of the brand across 5 dimensions along the sales funnel. For every seasonal campaign, we translate its specific goals into KPIs and measure them. In this way, we can determine if the marketing efforts in each season are successful in bringing the brand closer to its longer-term objectives. We collect know-how on which campaign approaches work better than others for the specific target group and steadily improve going forward.
After each campaign, we run analytics measuring the success according to the specific goals and the efforts to fulfill them in the respective season. The measurement covers all stages of the consumer journey.
We benchmark these results towards the ones from the previous seasons and measure the continuous success of the brand.