Unlocking Brand Growth: 2 Years of Learnings in Better Brand Health Tracking
December 11 @ 11:00 am - 12:00 pm
Free
Most insights teams will know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather actionable insights with a new tracking framework, introduced last year by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science, in her book, Better Brand Health.
Join quantilope’s tracking expert, Madita Brandhorst, for a deep dive into Better Brand Health tracking, covering everything you need to know about it and two key analyses included in the framework: Mental Availability and Mental Advantage Analysis.
Madita will also share exclusive learnings from two years of quantilope’s Better Brand Health tracking studies across diverse markets and categories, including compelling data on the correlation between mental availability and real-world sales growth.
Whether you’re a seasoned researcher or new to the concept of mental availability, this session will equip you with all you need to know about Better Brand Health tracking and how you can implement it to drive actionable insights from your trackers.
Speaker:
Madita Brandhorst
Senior Tracking Lead, quantilope
Madita combines her background in psychology (M.Sc.) with 10 years of market research expertise to generate deep and strategic insights. She started her career at Ipsos, running traditional brand and ad tracking studies for global brands across various industries incl. CPG, Fashion, Media and Tech. At quantilope, Madita spearheads the development, implementation and continuous improvement of innovative tracking solutions, fueled by her belief that tracking can be both: fun and actionable. Her mission is to transform the way we do tracking by leveraging automation, the latest scientific thinking, and a dynamic mix of human and artificial intelligence.