1. Customer
funnel stage
Customer
triggers
Digital
Execution
Measurement
objective
Data sources
KPIs
Impact
timeframe
Awareness Consideration Purchase
Branded
Display/ Video
Branded
Content
Branded
Display/ Video
Branded
Content
Acquisition Display
• Brand discovery
• Mental availability
• Brand attribute cognition
• Trust and Engagement
• Consideration set
• Immediate conversion
• Medium to long term purchase habits
• Loyalty
Medium and long term
Attitudinal and Behavioural
Medium and long term
BRANDING ACTIVATION
Short and medium term
Data type
• Brand awareness uplift
• Brand perception uplift
• Understand creative performance
• Emotional engagement uplift
• Brand engagement uplift
• Brand consideration and purchase intent uplift
• Conversion
• Sales uplift
• ROI
Behavioural
Brand surveys Brand surveys Brand Surveys Analytics dataAnalytics data
• Total brand awareness:
• Top of mind brand
awareness
• Aided brand awareness
• Advertising recall
• Message resonance
• % ad views
• Ad dwell time
• % audience
delivery profile
• % in target
• Brand Favourability
• Brand Consideration
• Bespoke brand KPIs
• Purchase Intent
• Return on Brand
Impact
• Footfall
• 1st and 3rd party
sales analysis
• CPA
• CPC
• ROI
• Budget
• Time
Key
considerations
Self reported
purchase intent is
inflated
• Attitudinal data must be optimised
through actionable insight and learnings
• Behaviours can
be gamed.
• Short term,
binary
Products or Stores?
Offline or online
impact?
INFLUENCE
Amplification
Social, Influencer
• Word of mouth
• Brand advocacy
Short to Long
• Conversation uplift
• Positive brand
sentiment
Attitudinal and
Behavioural
Social analytics and
consumer panels
• Conversation volume
• Brand Sentiment
• Brand Sharing
• Brand Influence
• Only 10% of brand
conversations happen
online