Measurement and brand marketing have often moved at different speeds – and in opposite directions. Marketers have had to rely on rearview mirrors for a glimpse of whether a campaign worked, often long after it ended. By working through old problems and identifying new possibilities, we've pinpointed four principles that we believe are key to effective brand measurement. Here, the Google Brand Measurement Team shares evidence that indicates a revolution is underway and explains why brand marketers need to take part.
Brand measurement: It’s not a particularly sexy topic and it doesn’t win any awards at Cannes. It’s also a major source of frustration for marketers. In fact, only half of marketers consider their current brand metrics effective, according to a survey by Google and Sterling Brands conducted in October 2013. The problem is that, for the most part, we’ve inherited brand measurement that belongs to another age. It was born at a time when the only thing we could quickly test was exposure. We had surveys and the like, but the data was based on small samples and arrived months after a campaign ended. Since these approaches cannot feed back directly into the campaign, they severely limit our understanding of what works and ability to make changes mid-flight.