← BEFORE

There was no way of telling if the agency’s media mix was “good enough” to be on target with corporate goals.

AFTER →

After thoughtful discussions with senior leadership and the agency, we uncovered that there wasn’t a reliable way for either party to assess whether the agency’s efforts were at ideal levels for reaching corporate objectives.

To address the problem, we mapped media mix decisions to sales and brand performance and packaged up the results in a straightforward, analytically story-told “Mix Alignment” report. We discovered a sizable number of blind spots. More specifically, nearly 40% of the existing spend, GRP, and SOV targets were misaligned, and everyone was blind to this fact.

Leadership now had a way to pinpoint and decide on the exact areas that needed improvement. They also had the ability to help the agency be more accountable and produce better returns. Furthermore, our collaboration secured a framework that was repeatedly applied across a variety of business functions in order to identify benchmarks and blind spots.

Sample page from Mix Alignment report

← BEFORE

A sizeable effort was in place for measuring and tracking brand health. However, there was no way of telling if and by how much these brand KPIs were actually supporting corporate objectives.

AFTER →

After years of tracking brand health and making decisions around its measurements, we discovered from leadership that they had a gut feeling that something wasn’t quite right – they just couldn’t put their finger on it. This typically implies lurking blind spots, so we set out to uncover exactly what they were.

By tracking and linking brand health measurements up against sales and market share, we uncovered that 36% of the brand KPIs were ineffective, and these unknown blind spots were leading to misdirected decisions and efforts. We also isolated the top drivers to corporate performance in the remaining 64%.

We housed the results in a convenient “Brand Health Blind Spots” report, that allowed leadership to address the blind spots head-on. Furthermore, they were able to stop the flow of wasted resources and identify how to improve brand health in ways that actually impact organizational objectives.

Sample page from Brand Health Blind Spots report