The Metrics Framework
Measure. Measure. Measure. If you can’t measure it, you haven’t worked on it. PE branding and marketing strategies are actionable and measurable. Most importantly they are aligned to your business outcomes. Therefore, metrics become important. Most measurement happens through primary data sources while some metrics rely on secondary data sources, social listening tools and proxies like search trends and trending topics. Here’s a glimpse into some of the metrics across our capability stacks.
Brand Foundation
Awareness: Measure change in awareness levels periodically synchronized to campaigns. Weighted sensitivity is added for aided and unaided recall.
Relevance: Measured on an absolute scale for stated proposition, brand attributes, core values and messaging hooks. Relevance helps you understand if your stated values, the problems you solve and the offerings you sell have a meaningful role to play in your stakeholders’ lives. Relevance helps you articulate your brand and personify your target audiences better.
Salience: Salience is a comparative value. It is attributed to your brand against competition’s brand proposition, core values and key brand attributes. It is measured on a scale and compared to carefully curated competitor list. Salience helps you assess the propensity to use your services/buy your products
Satisfaction: Most often measured through NPS – is a lighthouse metric; tells you if you are on track.
Loyalty: A percentage scale usually at a product / service level.
Brand Design
The north star metric. User Experience supported by the following KPIs measured through curated panels:
- Codification and Oneness
- Brand Recognition (Visual Grammar)
- Usability Scores
Content
Content efficacy is measured in two ways – as a stand-alone and as a part of a campaign. Content created for campaigns will be measured for outcomes defined by the campaign owners. Whereas content created outside of a specific campaign will be measured for user behavior across the following KPIs:
- Page Views
- Unique Users
- Time Spent on the page
- Engagement (Shares, mentions and comments)
GTM & Campaigns
The north star metric is derived from the campaign objective. The following are some of the common KPIs:
- Open Rates
- Click Through Rates
- Churn Rate
- Time Spent
- Leads Generated
- Conversion Rates
- Cost Per Lead / Cost Per Download