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3 achievable traits of great brand data

Posted by Perceptive Insights Team - 11 June, 2019

Brand and business data is the fuel that powers the engine of your business—but are you running on fumes or premium unleaded? Here are three types of data that every brand should aim to achieve.

 

1. Daily data

Successful businesses share many traits, but perhaps most important is proactivity. Reacting quickly and efficiently to issues and opportunities is valuable, but far more so is the ability to take action from day-to-day data—such as customer NPS surveys, staff surveys, sales data, and website traffic and analytics. By monitoring this daily data, you can respond quickly to customer complains, identify and resolve issues affecting customers early, engage your team, and respond to opportunities as they arise in real time. 

All of this requires data that's regularly refreshed, regularly updated, and frequently analysed. The right insights at the right time ensures that your brand strategies are adaptable and remain in-tune with your market and customers when “dynamic” is no longer a benefit; it’s an expectation.

 

Read more: Grow your business with NPS

 

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2. Over time

Looking to the past helps us understand our future, and sometimes even predict it. Over time data, such as brand tracking, doesn’t just reveal a single point in time, it’s produced over the course of years to better understand the ebb and flow of your customers’ behaviour and that of the wider industry.

Wondering about the impact of a new marketing campaign? Over time data can provide insights from a previous, similar campaign. Thinking about taking a new direction in your brand positioning? Over time business data will reveal whether your consumers’ mindsets about your brand are shifting.

Good brand data doesn’t solely look at your business in the long-term view either. It provides benchmarking inside and outside of your industry so you can check your performance against the competition and intercept upcoming threats before they have a chance to impact your performance.

 

Read more: How to track, measure and improve your brand health, our free online guide.

 

3. Holistic

Brand data isn’t just for data analysts. Good brand data makes itself available to everyone, not just in terms of access, but also in terms of accessibility: everyone from the CEO to the newest hire should be able to glean something useful.

This means you need a platform for the data that allows both a high-level strategic view as well as an in-depth analytical delve. When data is holistic, everybody in the business can be empowered by it directly, not just those whose role it is to be the data experts.

 

Read more: Customer Monitor – Your fully-managed customer experience management platform

 

Summary

Great brand data isn’t difficult to achieve with the right tools and platform—and any business that takes the time to invest gains access to the insights it needs to outpace the competition. 

 


To find out more about the power that your brand can have for your business, check out our complete guide to brand health.

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Topics: Customer Insights


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