Monitoring In-Market Performance
To assist marketers in measuring in-market performance, we employ HCD AdverTrak™, an advertising tracking and measuring tool, which provides marketers with a methodology to measure the effectiveness of their print, broadcast and new media advertising campaigns.
HCD AdverTrak measures how well the campaign messages are being delivered, including:
- quality of the message
- retention
- relevance
- believability and
- motivation against major competitors' campaigns
The tool also determines if promotional dollars are driving perception of product attributes and actual buying behavior.
Using key performance indicators, we track and measure the effects of individual campaigns to identify long- and short-term brand equity trends. We also validate attitudinal brand data regarding customer satisfaction/loyalty, attitudinal data, and values, features and benefits.
Our proprietary tracking tools and methodologies allow us obtain comprehensive data on key brand performance indicators, which enable marketing professionals to determine whether there is a need to refine messages or reallocate media channels to better achieve their marketing objectives.