How to measure brand performance with Power BI, Innovid XD, and Google Analytics

Get the most out of your brand assets with the right data. Here’s a breakdown of top analytics tools to measure performance and drive better marketing decisions. 👉 Read more: https://lnkd.in/ekd2PU3h #BrandStrategy #MarketingTools #Analytics #BusinessGrowth

Tracking brand asset performance is the key to smarter strategy and growth. This guide explores the top analytics tools to help you measure, analyze, and improve your brand impact. 👉 https://lnkd.in/ekd2PU3h #BrandStrategy #Analytics #MarketingTools #BusinessGrowth

Brands are needing much more than planning and buying capability and are increasingly coming to AAR to help them find agency partners who will help shape their entire marketing ecosystem, leveraging expertise in data analytics, creative innovation, customer experience and technology integration. Hannah Astill writes about a growing trend in media selection that she is observing. The right partner is worth paying more for with so much at stake now.

It's hard to decide when to retreat from a branded search campaign. Unless you know this. Branded search terms always perform better, but you might be over-allocating if; Its value share (revenue contribution) < its spend share (budget portion). — That's why you need the Efficiency Index: Branded Search Term Efficiency index = (brand value share ÷ brand spend share) If it's bigger than 1, cool. How about it's not? Before Branded Search Terms: ROAS = 6.0 Spend share: 50% of the budget Value share: 60% of revenue Efficiency Index = 60 ÷ 50 = 1.20  → Branded is slightly under-funded. Non-Branded Search: ROAS = 2.5 Spend share: 50% of the budget Value share: 40% of revenue Efficiency Index = 40 ÷ 50 = 0.80  → Non-branded is over-funded. After Branded Search Terms: ROAS = 5.8 (still higher than non-branded) Spend share: 70% of the budget Value share: 65% of revenue Efficiency Index = 65 ÷ 70 = 0.93  → Branded now over-funded despite higher ROAS. Non-Branded Search: ROAS = 2.3 Spend share: 30% of the budget Value share: 35% of revenue Efficiency Index = 35 ÷ 30 = 1.17  → Non-branded now under-funded despite lower ROAS. — DM me if you'd like me to audit your branded Efficiency Index over the last 3 months.

I have a problem with majority of Brand Strategy presentations when it comes to 'Consumer Insights' (both by students and professionals). They pass off data, observations or inferences (the tip of the iceberg) as insights. While I agree, it is a difficult territory, but keep pushing with the 'why-why-why' untill you unlock an insight. What's your experience? Here's a link to my article that could be of help: https://lnkd.in/gjFpSiWC #marketing #brandmarketing #consumerinsight #insight #brandstrategy

Reporting on ad campaigns shouldn’t be confusing - for you or your clients. 🤯 Your clients don’t just want data. They want to understand what worked, what didn’t, and what to do next. Good reporting tells the story behind the results.💬 It proves ROI, builds trust, and helps make better decisions. In our latest blog, we share a practical guide to building better campaign reports - from picking the right metrics to structuring insights that actually drive action.🩵 👉 Read it here! https://lnkd.in/dXf77NFw #MarketingReporting #CampaignResults #DigitalMarketing #ROI 

Let's be real: every great marketing strategy involves a little bit of healthy "competitor creeping." But with so many tools out there, which ones actually give you a strategic edge? At Nomadd, we live and breathe email and SMS. We've tested nearly every platform, and two consistently stand out for peeking behind the curtain of top brands: Milled and MailCharts. But they serve very different purposes. Here’s my quick breakdown: 🔍 Milled: The Creative Inspiration Engine Think of Milled as a massive, searchable archive of tens of millions of emails. It's perfect for when you need to: Brainstorm creative: Quickly see how brands are designing layouts, writing subject lines, or structuring promo emails. Get a pulse on trends: Browse what’s happening right now across a huge number of companies. Find inspiration fast: Their search and filters are great for individual marketers and designers looking for a spark. 📈 MailCharts: The Strategic Intelligence Platform MailCharts is less about volume and more about depth. It’s our go-to for: Data-driven decisions: Uncover sending frequency, subject line trends, and get true benchmarking reports (month-over-month, year-over-year). Mapping customer journeys: Visualize entire flows like cart abandonment or welcome series. This is gold for strategy. Team collaboration: It’s built for teams to share insights, plan campaigns, and build a data-backed strategy together. Our take: Need a quick hit of creative inspiration? Milled is your tool. Building a long-term, data-informed marketing strategy? MailCharts is unmatched. When used together, they’re like having x-ray vision into your competitors’ playbooks. But honestly? The brands crushing it aren't just watching competitors—they're creating campaigns so good that others are watching them. What are your favorite tools for competitive intelligence? Share them in the comments! P.S. - Yes, I called it "competitor creeping." We all do it. Might as well own it. 😉 #EmailMarketing #MarketingStrategy #CompetitiveAnalysis #SMSMarketing #DigitalMarketing

Out-of-the-box website analytics only show part of the story. I learned this firsthand when I categorized my pages by type and saw that my case studies were outperforming everything else. When you break down analytics by page type, you get: ✅ Clear insight into which content formats drive the most traffic ✅ Engagement data that shows where visitors spend their time ✅ Confidence in where to double down for growth Full breakdown: https://lnkd.in/eXRNDDQu

CMOs are under growing pressure to connect marketing efforts directly to measurable business results. The reality is that creativity and brand-building remain vital, but they need to work hand-in-hand with data, analytics, and business strategy. This means that CMOs cannot operate in silos. If we are to answer the hard questions: Are we driving revenue? Are we improving customer retention? Are we creating long-term value? – then marketers must be in tune with business needs. By focusing on alignment with broader business goals and leveraging data-driven decision-making, we can advance marketing as a critical driver of growth. This recent article highlights results from the latest edition of The CMO Survey and explores this topic further: https://lnkd.in/gPm8FYTi #CMOinsights #MarketingLeadership #DataDrivenMarketing

Great article Suzanne Kounkel. Seeing the same thing with the CMO's I am talking to. The role is evolving so much and they are faced with significantly more pressure to prove marketing ROI. Since fall 2023, pressure from CFOs has jumped 52%, CEOs by 20%, and Boards by 21%. With heightened expectations from leadership, demonstrating impact, not just activity, is becoming essential.