What important considerations should we keep in mind when gathering unique and valuable analytics about a brand?

 

That’s the question on our minds as we join the keynote presentation of Day Two of the AMEC Virtual Global Summit on Measurement, led by two luminaries from brand strategy, design and experience agency Siegel + Gale.

 

Insights and analytics have two functions for Siegel + Gale. The first is a facts-based approach, typically applied to a rebranding exercise, that takes a foundational insight to drive the work forward. The second uses analytics to remove much of the guesswork from decision-making and replace it with cold hard facts.

 

As Head of Insights Ben Osborne says, “Our job isn’t to invent a brand, it’s very much a job of archaeology and digging into what exists already. There’s something extraordinary about every brand, whether it’s the story, whether it’s the product, whether it’s the people, or whether it’s the experience.”

 

Measurement is a means to an end, not an end into itself. As Chief Marketing Officer Margaret Molloy reminds us: “Measurement shouldn’t be for measurement sake, but it’s about being able to impact the business and strategic thinking. Ask yourself why you are measuring, and how you are measuring. Are you getting that right balance between quant and qual? And are you making sure you appreciate popular metrics, but understand their limitations and account for them?”

 

Siegel + Gale has developed an arsenal of methodologies to assist in their approach. Their tools help to frame brands through consumer ideals,  to draw out KPIs from customer touchpoints and then help them to stand out from a crowd.

 

But the key message from this keynote is that simplicity is paramount – in your measurement and in your communication – and that patience is important too. As Ben says, “Good measurement is worth waiting for.”