Digital Transformation of Tracking

Brand Tracking Transformation: What Does This Mean for Marketers ?

Changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, the research industry is in the midst of its own transformation affecting not what we do but how we do things.

Yet marketers are still asking themselves the same questions:

  • Is consumer demand for my brand increasing (or being sustained) in a way that meets my strategic objectives? 
  • Are my marketing campaigns engaging consumers and building demand efficiently and effectively?
  •  Is consumer behaviour being activated at the point of purchase? 

These challenges particularly accentuate the need for a change in how we do tracking.

Kantar Millward Brown have developed four principles that underscore our ambition for ‘how we do’ tracking – download our whitepaper to learn about the brand tracking transformation and what this means for you.


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