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  • Brand Tracking in the age of AI

    March 20, 2023

    This article examines how brand managers and those responsible for insights can harness the potential of AI and advanced analytics in digital brand tracking for better marketing strategies.

    The importance of Brand Tracking

    In today’s competitive market, understanding the health of your brand and its position in the industry is more important than ever. Brand tracking helps businesses monitor their brand’s performance, identify potential opportunities, and make data-driven decisions to improve their marketing strategies. This article will explore the significance of tracking digital brand health and how advanced analytics and artificial intelligence (AI) are revolutionising brand tracking, making it faster and more efficient.

    The role, rise, influence and impact of digital presence

    Digital presence and how a brand behaves online have a direct impact on brand awareness, perceptions and how consumers make their choices, even when not online. Online channels play a role across stages of brand building, from saliency and resonance to loyalty.

    This warrants the need to measure and track the digital performance of a brand, essentially a Digital Brand Health Tracker.

    Measuring and tracking digital brand health

    With the integration of AI and advanced analytics, brands can now access real-time data on their digital health. Digital brand health considers both organic presences, which include the performance of own and consumer-generated content. To further strengthen the understanding of digital brand health, the impact of paid media, such as social media & influencer campaigns, are effective data points that are considered.

    Finding magic in co-relations and statistical deviations

    AI today enables us to look into patterns over time and identify correlations between data points. These correlations can be between various data points, such as digital brand equity and other performance indicators like market share. Such advanced understanding helps in optimising and prioritising strategic initiatives and spending.

    Personalising dashboards for clients

    Beyond periodic strategic reporting, customised dashboards are crucial in providing clients with the most relevant and actionable insights. By understanding a client’s specific challenges and interests, consultants can create tailored dashboards that highlight the data most important to them. These dashboards can be customised with various filters, such as age, gender, geography, or even dialects, to give clients a deeper understanding of their digital brand health and areas to optimise brand-building efforts.

    The Future of Brand Tracking

    Integrating AI and advanced analytics in digital brand tracking offers many benefits, including real-time data, personalised dashboards, valuable audience insights, and improved accuracy. By harnessing the potential of these technologies, businesses can make more informed decisions and develop marketing strategies that truly resonate with their target audience. As the industry continues to evolve, embracing these cutting-edge tools will be essential for staying ahead of the competition and ensuring the long-term success of your brand.

    Watch: Sila webinar on the Future of Brand Tracking

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