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The decision · Brand tracking

Which brand measures are linked to later sales?

A tracker reports many measures. ActionBasis estimates how each measure is linked to later sales for your brand, by segment and with a lag. Use those estimates to choose the creative and regions to test. A link does not establish that changing a tracker score will cause sales to change.

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Which brand measures are linked to later sales? · Consumer brand
Link from brand measure to sales
  1. 1Consideration, young familiesLeads sales by 6 to 10 weeksModelled
  2. 2Awareness, all adultsWeak link to sales once above current levelModelled
  3. 3'Good value' imageLinked to repeat purchaseDerived
  4. 4'Innovative' imageNo measurable link yetAssumed

How we answer it

  1. 01

    Find the gaps

    Tracker waves are joined to media, distribution and sales for the same weeks and segments.

  2. 02

    Refine scenarios

    Each brand measure's link to later sales is estimated with a range and a lag.

  3. 03

    Plan for ROI

    Measures are ranked by the strength and uncertainty of their estimated link to later sales.

  4. 04

    Pace the steps

    Creative aimed at the strongest measure is tested first.

  5. 05

    Measure and account

    Brand measures and sales in test regions are compared with matched regions.

By decision

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