TRACK

Monitor Your Brand

Track the impact of marketing campaigns, monitor brand perceptions, gauge changes in your target audience, and chart the evolving marketplace with cutting-edge tracking methodologies.

Knowing the state of your brand’s health will fuel strategies to drive awareness, consideration, usage, and advocacy.

With you every step of the way

W5’s custom tracking studies help you understand what’s working and, just as importantly, what could be improved. Measure and monitor brand health, learn which brand strengths contribute to overall performance, and understand your brand relative to competitors over time with ongoing tracking research.

CASE STUDY

Monitoring Brand Metrics to Fuel Memorable Campaigns

A successful US-based destination marketing organization (DMO) partnered with W5 to overhaul a decade-old, global, biannual brand and advertising tracking study. After years of tracker stagnation, the client sought a fresh and strategically focused perspective, maintaining analysis of key metrics while infusing fresh thinking and new insight.

Approach

Given the heritage of the tracking study and need for a refresh, W5 hosted a Tracker Overhaul Workshop with key stakeholders to update and modernize the existing tracker.

With a modern, streamlined, mobile-optimized questionnaire in place, W5 engaged a robust sample of traveler and gen-pop audiences in the US, UK, Brazil, and Mexico to gauge consideration and perceptions of the destination. Recent exposure and recall of client advertising were also assessed to reflect the efficacy of their multichannel advertising campaign.

Results

W5 analyzed the data by key segments to provide current metrics on brand awareness and fresh recommendations for how to interpret the results. Insights regarding traditional and digital advertising tactics were critical to guiding marketing focus and budgets for the following year. ROI modeling communicated the impact of advertising investment in destination/brand awareness and understanding where to shift media-buy dollars for the most impact.