CASE STUDIES

REGIONAL BRAND PERFORMANCE TRACKING PROGRAM

Anovation has worked since 2002 for a multinational bank in collecting brand performance tracking data. This data is captured as weekly and monthly data and is delivered to the client on a summary and individual market basis across six countries in Asia including Singapore, Indonesia, Taiwan, Korea, Hong Kong and Thailand.

The total databases in these market are typically around n=3000 annually with over 20 key measures. Reporting is monthly and is delivered two weeks after month end. We also report quarterly incorporating sophisticated advertising performance analysis and linkages to media spend. The client has developed an internal reporting dashboard, which we populate, that is used
by senior management when reviewing the region’s performance.

This huge database also provides extremely useful data for modelling purposes including assessing
the drivers of brand choice and market segment opportunity identification. This research highlighted
the importance of below-the-line tactics in the overall marketing mix.

 

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