Best Practice Report

Building The Brand Measurement Framework: Selecting Data Elements

January 7th, 2020
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst

Summary

Measuring brand’s contribution to an organization’s marketing campaigns is a significant challenge for most B2B companies. Brand and communications leaders must establish a clear measurement framework for articulating their objectives and aligning the organization on shared goals. Building tracking indexes allows brand leaders to show how they influence revenue performance. The Brand Measurement Framework is a best-in-class approach to assessing brand health that uses a series of tracking indexes to measure B2B brand effectiveness for marketing campaigns. In this report, we discuss the steps required to implement the Brand Measurement Framework, including how to select data elements to construct tracking indexes.

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