3. Tracking Advertising and Brands
Length: 1 day
Max attendance: 20 people
Track your ads and brand reliably and effectively!
Real business is really complicated. Continuous tracking is one of the most important tools available to any marketer. Without exception, all successful consumer marketing companies track the performance of and interaction between their brand and marketing initiatives.
This training is not technical, but is quite thorough in showing how to develop, manage and use a brand and ad tracking program. Our objective is to enable tracking users – marketers, managers, planners – to set realistic objectives for a tracker, ensure they are met, learn some tips for agency management and see some examples of how powerful tracking analysis can be.
Tracking is a major research commitment. The effort, time and money should yield unique and powerful insights. And most trackers can more than pay for themselves from the money saved in better media and campaign monitoring. But a tracker will only do this if it is well-designed. A poorly structured, badly managed or underutilized tracker will soon be seen by management as waste and it is up to the client and the research agency to ensure a tracker delivers.
Content Overview *
o What’s trackable? And what would we do with it? Common content.
o Tracker design limitations – laws of nature
o Pricing tracking research
o Dangers of tracking (yes it has more risk than most market research) and ways to prevent it from going wrong
o Rationalizing your research activities and piggybacking on a tracker
o Big problems and big solutions – some outstanding tracker analysis
* Selected topics, not a full list. Our content evolves as our market and clients do.
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