19 Nico Jaspers CEO of Latana Brand Tracking What’s brand tracking and why is it important? Brand tracking is the continuous monitoring of your brand’s health over a period of time. It provides a means to understand what your target audiences think of your brand and how they respond to your brand messaging. In the past, we have seen social listening, performance marketing, and other data-driven tools helping marketeers to make faster and better decisions. However, companies still spend typically 40-60% of their marketing budget on brand marketing which is still largely driven by gut feel and best efforts. Brand tracking is disrupting this paradigm by providing brand marketers with accurate, timely and affordable brand marketing data. But brand tracking provides more than just data on consumer response to your brand — it allows you to compare your brand performance across markets, KPIs, audiences and competitor brands. It can also identify new audiences or areas to focus on and even pinpoint ones that aren’t working out. In the past, brand performance has been somewhat tricky to quantify accurately. However, with the right tools and KPIs now available, it’s 100% possible — and highly advisable — to track your brand health and performance. “
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