As companies scale up and become more data-driven, it seems unfortunately this pillar gets sacrificed to the benefits of more performance driven efforts. In that sense, do you have recommendations on KPIs setting for brand efforts?
It's really subjective and on a brand-by-brand basis. I think the harmony is when your media/advertising metrics align with your brand metrics, which then all ladder up to greater businesses objectives.
As companies scale up and become more data-driven, it seems unfortunately this pillar gets sacrificed to the benefits of more performance driven efforts. In that sense, do you have recommendations on KPIs setting for brand efforts?
Great comment, Febien.
It's really subjective and on a brand-by-brand basis. I think the harmony is when your media/advertising metrics align with your brand metrics, which then all ladder up to greater businesses objectives.
Do this and watch your brand win.