Our tracker solution to identify and convert consumer preference and sales and brand preference

The Challenge

Our technology client needed a reliable and data-rich tracking solution that could provide deep insights into consumer behavior and perceptions towards their ecosystem products and service offerings. The challenge was to create a flexible and adaptable tracker that would generate insights to inform marketing strategy across their business.

The tracker needed to go beyond just collecting numbers and provide additional support and consultancy to help the client understand how to push consumers down the sales funnel, drive consumer preference, convert preference into a sale, and measure the impact of their campaigns. The challenge was to design a tracker that could answer these questions and help the client make data-led decisions.

Our Approach

A ‘always-on’ tracker updated monthly, collecting UK & IE consumer:

• Behaviour and perceptions towards our clients and competitors products 

• Behaviour and perceptions towards our clients and competitors service offerings

• Brand perceptions

• Advertising recall 

The tracker also contains a ‘flexi’ section that can be updated monthly to touch on different business challenges throughout the year. 

We take this tracker beyond providing ‘just the numbers’ and provide support and consultancy outside of regularly reporting. This includes: 

• Identifying ‘watch outs’ and opportunities as and when we see them to push consumers down the sales funnel

• Collaborating with the client to get the most out of their ‘flexi’ questions

• Engaging with the wider business and integrating data from outside the tracker to provide more holistic insights

• Bringing in new approaches and analysis lens where appropriate e.g. behavioural science frameworks, analysis of Distinctive Brand Assets, complex statistical techniques

The Outcome

Through our additional consultancy and support, our client has been able to leverage the tracker to make data-led decisions on marketing strategy and planning. In particular, our work has helped our client understand: 

• What part of the sales funnel they should focus on (one for each ecosystem product)

• How to drive consumer preference

• How to convert consumer preference into a sale 

• The impact of their campaigns on the sales funnel

• Where there are opportunities for quick, shorter term sales, and longer term plays to build brand preference