MarketCast Launches Brand Tracking+

Los Angeles-based research company MarketCast has launched a brand tracking solution combining consumer data, ad performance data, and a 'brand fandom' framework, to help marketers understand how their brand's performance is shifting.

Brand Tracking+ integrates big data with traditional research methodologies to help understand a brand's direct impact on a business's bottom line. The solution focuses on three drivers of brand fandom: brand presence in the market, brand distinction in its category and among competitors, and a brand's relevance to the lives of the audiences it serves. These fandom drivers are supported by more than 40 additional inputs, gathered through consumer surveys, and then connected to millions of behavioral datapoints, to understand how fans are engaging with the brands in real time.

At its core, the solution features a 'brand fandom' research model and scoring methodology. The firm says early findings indicate that fans of brands are six times likely to pay more for that brand's products and services and fifteen times more likely to advocate for them. In addition, when brands have public 'missteps' or ship products that 'miss the mark', brand fans are eight times more likely to remain loyal and even defend them.

By combining behavioral data such as search, Smart TV, social and purchasing information with ad performance data and survey research, MarketCast says that Brand Tracking+ helps marketers pinpoint why shifts in brand performance are happening, and what actions they can take with their marketing campaigns to change this. Edward Trujillo (pictured), SVP of Brand Solutions, comments: 'Fandom is every brand's superpower, and every brand wants fans. Brand Tracking+ helps brands create a roadmap for building brand fandom by identifying the factors influencing it, from people's passions and emotional connections for their favorite brands to how they engage with and advocate for them daily'.

Web site: www.marketcast.com .

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