A presentation on developing brand metrics to measure business performance on behalf of BrandSmart Conference by the American Marketing Association.

1. Proprietary & Confiden0al
brand growth strategy
Developing brand metrics to business performance
Presentation on behalf of:
BrandSmart Conference by he American Marketing Association
Michael Million
mmillion@fullsurge.com

2. PROPRIETARY AND CONFIDENTIAL
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§ What are brand metrics and why do they ma>er?
§ How can we link brand metrics into business performance?
§ Behavioral metrics
§ Perceptual Metrics
§ Performance Metrics
§ CorrelaIons
Agenda

3. PROPRIETARY AND CONFIDENTIAL
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What are brand metrics?
Brand Metrics are units of measurement that determine how strong or weak a brand
is relaIve to its impact on driving business goals
Typically brand metrics fall into three categories:
• Behavior metrics, or what employee do to promote or build the brand
• InteracIon metrics, or how customers interact with the brand
• PercepIon metrics, or the resulIng percepIons customer have based on their interacIons
• Performance metrics, or the resulIng business impact based on customers’ interacIons and
percepIons with the brand.

4. PROPRIETARY AND CONFIDENTIAL
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Why do brand metrics they matter?
Brand metrics are important as diagnosIc, predicIve, and prescripIve tools to help
managers understand whether (and to what extent) the brand is on track relaIve to
its posiIoning, and its impact on the business.
Knowing how your brand is perceived enables you to “course correct” as necessary
so that the brand is be>er aligned with overall business objecIves, can head off
emerging liabiliIes, and can take advantage of momentum or spikes in posiIve
percepIons.
Moreover, metrics of this type provide visibility into which markeIng efforts are
paying off most relaIve to driving desired percepIons of the brand and growing the
business.

5. PROPRIETARY AND CONFIDENTIAL
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Examples for each type of metric category?
Behavioral
Metrics
InteracIon
Metrics
Perceptual
Metrics
Performance
Metrics
What employees do
to build the brand
How customers
interact with the
brand
ResulIng customer
percepIons
ResulIng business
impact
• Employees
understanding of
strategy
• Employee engagement
scores
• Experience delivery
• CommunicaIons
• Service levels
• Awareness
• ConsideraIon
• Reach / frequency
• Web traffic
• Social index
• Demo trials
• Product reviews
• Lead generaIon
• Purchases
• Re-purchases
• Market Share
• Wallet Share
• Profit Margin
• Revenue uplia
• Premium pricing
• LifeIme value
• Conversion rate
• Customer saIsfacIon
• PosiIve associaIons
• Frame-of-reference
• Purchase intent
• Advocacy intent
• Net promoter scores

6. PROPRIETARY AND CONFIDENTIAL
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How might we prioritize which metrics to track?
Behavioral
Metrics
InteracIon
Metrics
Perceptual
Metrics
Performance
Metrics
Which metrics will
have the biggest
impact on how
customers experience
your brand?
Which metrics will
have the biggest
impact on how your
brand is perceived?
Which metrics will
have the biggest
impact on the
performance of your
business?
What are the most
important metrics to
track the performance
of your business?
Start with the end, and work backwards

7. PROPRIETARY AND CONFIDENTIAL
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How can we link brand metrics into business performance?
Behavioral
Metrics
InteracIon
Metrics
Perceptual
Metrics
Performance
Metrics
What employees do to
build the brand
How customers interact
with the brand
ResulIng customer
percepIons
ResulIng business
impact
• Employees understanding
of strategy
• Employee engagement
scores
• Referrals
• Experience delivery
• CommunicaIons
• Awareness
• ConsideraIon
• Reach / frequency
• Web traffic
• Social index
• Demo trials
• Product reviews
• Lead generaIon
• Purchases
• Re-purchases
• Market Share
• Wallet Share
• Profit Margin
• Revenue uplia
• Premium pricing
• LifeIme value
• Conversion rate
• Customer saIsfacIon
• PosiIve associaIons
• Frame-of-reference
• Purchase intent
• Advocacy intent
• Brand relevane
Aaer the key performance metrics are
determined, test how they are effected
(increased or decreased) by isolaIng in on
different perceptual, interacIon and
behavioral levers / and how they correlate
with each other

8. PROPRIETARY AND CONFIDENTIAL
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In Conclusion
§ Brand metrics can be fiend in several different ways
§ Metrics that only track percepFons of the brand will have limited value
§ Enhanced value will come from connecFng those perceptual metrics for
customer acFons and thus business performance, as well as those acFons that
driven those percepFons
§ Determining which levers drive which metrics are important when resources
are constrained and prioriFzaFon is paramount

9. PROPRIETARY AND CONFIDENTIAL
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Click to edit Master title style
1603 Orrington
Evanston IL 60201
MMillion@fullsurge.com
fullsurge.com
Thank you