As more data and channels become available to marketers, agencies and industry groups are reporting more metrics to clients beyond a brand’s standard KPIs.
Those specific data points have included creator and influencer impact and more holistic measures of a brand’s likability, according to four agencies and industry groups that spoke to Digiday.
Measuring brand love
Independent agency The Shipyard created a new data analytics tool, called Pulse, to comprehensively measure brand love. The agency partnered with Ohio State University’s Fisher College of Business to develop four measurement touchpoints along the customer journey, from brand awareness to loyalty.