Closing the loop between brand lift and brand trackers

In an all too familiar scenario, you find yourself scratching your head when another month’s read-out shows positive brand lift but flat brand trackers following an expensive, critically important brand campaign. You’ve gotten plenty of helpful insights into which demographics demonstrated increased awareness and what desirable audience showed a bump in consideration, but no one can answer the question, “what impact is my brand campaign having on these results?”

The simple fact is, while brand trackers provide useful opportunities for custom consumer research, they are incapable of linking brand health indicators to advertising campaigns for a few intractable reasons.