Experience management company Qualtrics has added advanced analytics capabilities to its BrandXM solution, helps organizations take control of how consumers experience their brand.
SAP-owned Qualtrics provides solutions for clients to continually assess and improve the four 'core experiences': contact center customer needs forecast CustomerXM; employee engagement trend tracker EmployeeXM; ProductXM, which gives product managers the ability to test market 'fit' on new products; and BrandXM.
The new Brand Driver Analysis solution, built into BrandXM, enables organizations to prioritize which actions will improve consumers' brand preferences and perceptions. According to Qualtrics, typically brand driver analysis is time and resource-intensive, with much of the work completed by a data scientist or outside consultant. By comparison, the new feature enables marketers to quantify and define goals for the attributes that are most important to creating brand preference. According to Qualtrics these insights allow organizations to take targeted action to address the most significant gaps affecting their brand.
Brian Stucki (pictured), EVP and GM of CustomerXM and BrandXM, comments: 'In a time of rapidly evolving consumer sentiment, it's critical that leaders have real-time access to insights that are most important to driving brand perception, and ultimately, better business results. Yet even the most advanced marketing organizations lack the time or resources to complete the complex analysis required to quantify these priorities. Qualtrics' Brand Drivers Analysis automates this process to ensure business leaders always have the insights they need to confidently decide which actions will attract customers to their brand'.
Web site: www.qualtrics.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.