Brand Performance Evaluation Tools

Gain a data-driven understanding of your customer through Importance-Performance Maps. In today's competitive business world, differentiating your brand by understanding and delivering what truly matters to your customers is crucial. That’s where Importance-Performance Maps (I-P Maps) come in, providing a powerful visual tool to drive strategic decisions. What exactly is an I-P Map? It's a two-by-two grid that allows you to evaluate how well your brand performs in the areas that are important (as well as *not* important) to consumers. The vertical axis represents the importance of various attributes in consumers' eyes, while the horizontal axis shows your brand's performance in those areas. You can include other brands in your market, too, in order to see how your brand stacks up against the competition along those. When done correctly, every critical attribute of your offering -- whether it's product quality, customer service, or pricing -- is plotted on the I-P Map based on these two dimensions. Why does it matter? I-P Maps reveal your brand's strengths and areas where improvement is needed. Here's a breakdown of the quadrants: - Keep It Up (High Importance, High Performance): These are your strengths—attributes that are both highly important to customers and where your brand performs well. Maintain focus here to keep your competitive edge. - Concentrate Here (High Importance, Low Performance): These are critical areas where your brand is underperforming, despite their high importance to customers. Improving performance here can significantly boost customer satisfaction. - Low Priority (Low Importance, Low Performance): Attributes that are less important and where performance is lower. These areas may not require immediate attention but should be monitored for any shifts in customer priorities. - Possible Overkill (Low Importance, High Performance): Here, your brand may be over-delivering in areas that are not as important to customers. Resources invested here might be better allocated to areas of higher impact. How do I use I-P Maps? Use I-P Maps to make informed decisions backed by data that align with customer expectations. Fix those areas of underperformance that are important to consumers. Stop investing in attributes of your product or service that consumers just don't care about. Prioritize investment in product offerings, elevate aspects of customer service, or reallocate resources to close competitive gaps or strengthen your advantages. Use I-P Maps to make informed choices that improve your business performance in impactful and efficient ways. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

We don't pay for any Amazon reporting. Amazon's Search Query Performance report tells us how customers discover our listings. This report tells sellers search volume, impressions, clicks and purchases for their top 1k keywords. Both in total and our brand's market share. To find this report: Brand Analytics ➔ Search Analytics ➔ Search Query Performance   At the top, toggle between 2 ways to view search data: ➔ "Brand View": 1k most important search terms to your brand. ➔ "ASIN View": 100 most important search terms by ASIN.   First: Organize & Label the Data.   Export the top 1k keywords by week as far back as possible. Merge into 1 spreadsheet. A free chrome extension makes this very easy. I'll share it at the end.   In a new tab, list each unique search term and add columns with fields you'd like to filter by. Match these fields into the main dataset. These are the fields I add:  • Keyword type: Branded, Generic or Competitor • Competitor: Yeti, Hydro Flask, etc • Product Type: Adult Bottle, Kid's Bottle, Backpack, etc. • License: Character or Sports Team   Now I can see our performance when customers search for Yeti, ice buckets, Paw Patrol, our branded keywords, etc.   Here are a few ways I look at the data:   1. Search Type   One of my favorite charts is the % of our clicks coming from branded, generic and competitor search terms.   Successfully brand building means more clicks from branded search terms over time.   Generic keywords drove 60% of clicks into our listings. Now branded keywords drive most of our clicks. Growing clicks from branded search is important, this is how we track it. (chart below)   2. How Are Customers Finding a Listing?   Pulling the "ASIN View" report for every ASIN in a listing shows exactly how customers are finding your listing.   For our kids listings, character specific keywords are a huge driver. They sum up to be about 40% of traffic.   "Spiderman Toys" has been a great keyword for us. We can know how we're doing YoY on keywords like this.   3. Amazon Ads Incrementality   Knowing if Amazon Ads are increasing total sales is one of life's great mysteries.   Match this report with Amazon Ads click data by keyword & date.   Test turning on and off campaigns and watch what happens to clicks in the SQP report.   The change in average clicks from a keyword is what ads are actually producing.   You can understand how much money you are lighting on fire with branded ads. Only 20% of branded ad clicks are incremental for us.   4. Simple Modern vs Competition's Search Volume   We compare total searches and clicks for our brand to competitors by week.   It shows relative brand health and who's trending up/down.   It shows us passing Hydro Flask over the last 2 years.   5. Flipping Competitor's Customers   With this data, you can see search volume for competitor keywords.   If successful, this is a great customer acquisition tactic. A great use for SP ads.   10% of our clicks come from competitor keywords.

Amazon just rolled out a pretty cool update to Brand Metrics. Here's what you need to know: New features: -Category median benchmarks -Category top benchmarks -Percent change view Why it matters: 1. Compare your brand against category trends in real-time 2. Gauge if your growth is outpacing or lagging the category 3. Get instant insights without exporting data For example, say your beverage brand sees a 20% increase in shoppers. Sounds great, right? But what if the category median is up 25% and top performers are up 30%? This update helps you spot these crucial nuances instantly. The most useful tool is the percent change view. This feature will be huge for understanding your brand's performance in context. You can quickly see how you stack up during events like Prime Day, understand if a dip in numbers is brand-specific or category-wide, and measure the impact of your marketing efforts on awareness, consideration, and purchase metrics. My advice: Make the percent change view your first stop when analyzing performance changes. It'll help you differentiate between market trends and brand-specific issues, giving you the insights you need to make informed decisions.

Often people ask me, what and how do I keep track of all inputs and outputs that are going in to build the brand. The answer to that is a BOD - Brand Operating Dashboard. It's a single google sheet where everything I need to see with regards to daily operations, monthly performance, quarterly and annual planning. This is how it looks like 1. Sales Trends - This comes in handy especially in case of seasonal businesses. I have 3 years of daily quantity sold mapped along with mapping of weekends, public holidays, major festivals, ecommerce events, shraadh. Against this, I update the daily quantity numbers that we are seeing in this year, to keep a check on demand growth. 2. Communication Calendar - Based on above, I make my communication calendar for the quarter and tentatively for the year. I also map a media calendar to this to call out start and end dates of reality TV shows like Big Boss, KBC, cricket calendar, key movie releases etc. 3. Marketing spends as a % of Net revenue - This sheet is maintained to keep a check at a monthly level whether historically in the last 2-3 years this % has gone down, and in this year, are we on track to improve it or not. 4. Brand Health Track - This is the most important of all dashboards where I track. a) Brand Keyword Volume and Brand Impressions: source: Google ads planner and Google search console b) Category Keyword Volume: to identify brand keyword volume as a % of category keyword volume and if the brand is growing faster than the category or not c) Share of Search or Google Trends: This data is available at a State/City level for your brand vs competition. To understand which markets are you winning, where there is still scope. This can be further mapped to online penetration of your category and population in that state/city to understand whether the job is to capture brand demand, create brand demand, monitor for growth or create category demand. This further mapped to your current sales can give a co-relation to your brand strength in the market to your revenue contribution from that market. d) Mind Measures: Again mapping mind measures such as TOMA, Spont, Consideration and Preference at the frequency you currently conduct brand track at a region level. e) Direct Traffic: Number of people that come to your website DIRECTLY by typing the url in the browser. f) Amazon Pi Search Share and Search Index: Similar to Google Trends, this is your brand's organic performance and discovery when compared with the category all of the above are again mapped to spends and nature of spends, initiatives that were done in that month. 5) Competition Spends: This is not updated regularly. These spends are essential to calculate your share of voice in the category. They are also not readily available and at best an estimate but it does give sense to your competitor moves, communication, geographic focus and more insights to improve your strategy. Post continued here because of character limit.

I am seeing a bunch of tools for AI brand visibility on LinkedIn, when I check them out all they are doing is monitoring 20 or 50 prompts. That is not visibility tracking, that is query tracking. That is GeO ranking But not visibility tracking Brand visibility tracking has never been more important. you can do it without breaking the bank on a big brand study by: 1️⃣ Monitor Digital Share of Voice (SOV) Track how often your brand is mentioned compared to competitors across search, social, and media. 2️⃣ Monitor Sentiment Understand not just how much you’re being talked about, but how people feel when they do. 3️⃣ Track Brand Relevance, Not Just Visibility Measure how well your brand is showing up in the right conversations. 4️⃣ Measure Engagement Quality Look beyond likes and impressions to gauge depth of connection. 5️⃣ Analyze Share of Conversation Identify what topics your brand is owning and which ones competitors dominate. 6️⃣ Monitor Authority and Backlink Growth Visibility grows when others cite and trust your expertise. 7️⃣ Track Executive Visibility Measure how visible and credible your key voices are in the market. 8️⃣ Measure Cross-Channel Consistency Ensure your story and tone remain unified across every touchpoint. 9️⃣ Build a Brand Visibility Dashboard Bring it all together in one simple, monthly view.

Most measurement tools only show you correlation. Glow proves causation. Here's why that changes everything for brand measurement. After analyzing across 70+ brands, we discovered something that's been holding back the entire industry: The tools marketers rely on can't prove what actually drives revenue. ❌ Last-click attribution? Shows what happened last, not what caused the sale. ❌ MMM? Great for trends, but struggles with the "why" behind the numbers. ❌ Brand lift studies? Useful snapshots, but they can't connect sustained investment to long-term outcomes. That's where Bayesian network modeling comes in. Unlike correlation-based tools, Bayesian networks map the actual cause-and-effect relationships between brand spend, leading indicators, and business outcomes. Here's what this means in practice: → We can prove that your TikTok campaigns cause increases in branded search (not just coincide with them) → We can show how awareness impressions directly drive AOV improvements → We can trace the exact pathway from brand investment to revenue growth Fospha's Glow actually reveals *why* these changes in brand spend and leading indicators (engaged visits, brand searches, click-through rate) drive specific business outcomes (conversions, AOV) When you can prove this causation, you can: ✅ Defend brand budgets with confidence ✅ Optimize spend based on what actually works ✅ Show your CFO the direct link between brand investment and business outcomes The difference between knowing something correlates and proving it causes results? That's the difference between guessing and knowing. Ready to move beyond correlation? Our latest report dives deeper into the powerful science behind’s Glow’s causal inference. Link in the comments! 👇