Cannabis Analyst Pioneer Debuts Brand Scorecards

US-based Pioneer Intelligence, which helps cannabis industry stakeholders better understand how marcoms strategies resonate with consumers, has launched a product offering insight into the marketing performance of individual brands.

Established in June by marketing strategist Ben Walters (pictured), Pioneer uses a proprietary database to generate insights and reports across three areas: social media, earned media, and web-related activities. In addition, its Pioneer Index provides a weekly ranking of the 'hottest' US cannabis brands, from a list of 500 operating in fifteen states, based on a comparative scoring system.

Published weekly, the new 'Brand Marketing Performance Scorecards' comprise two-page reports which present individualized scores for a given brand in each of three focus areas, as well as an overall index score. Scorecards also benchmark performance over time and against different subsets of competitors.

In a statement, Walters explains: 'The current US cannabis market is characterized by dynamic expansion, industry nascency, fragmented geography, and evolving regulations. While there is actionable data on cannabis sales, consumption behavior, and cultivation practices, there has been a void in marketing performance analytics. With the release of these reports, the cannabis market now has access to a new type of business intelligence, readily available to, and used by, other consumer facing industries'.

Web site: www.pioneer.buzz .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.