A Brand-Tracking Consultancy Product
|CATEGORY||ROI CONSULTANCY AWARD|
|CAMPAIGN TITLE||CX Tracker and Dash (a brand-tracking consultancy product)|
|CLIENT||All (with the focus being Honda, Fitbit, Aldi and Tennis Australia)|
|TEAM MEMBERS||Tim Beveridge
Head of Strategy, Data, and Analytics Melbourne and Head of Data, and Analytics Australia
Part of the broader “CX Suite”, CX Tracker is a 52-week multi-pronged brand-tracking tool that helps a client understand their brand’s levels of awareness, consideration, and market penetration, against the stages of the CX Loop and against competitors. It also helps the marketer understand their brand’s impression in market against competitors for category driving dimensions and thus gives us a read on a brand’s distinctiveness. It also convers a market-wide NPS analysis as well as sentiment-based analysis of qualitative questions and is able to be integrated into touchpoints data.
The project was initiated internally for numerous reasons:
Develop a cost effective and focused brand tracker that connects into the CX Loop.
The product design, questionnaire design, data-processing, technical and data-visualisation work was executed within the strategic team in Melbourne (by the Strategy Director Tim – who has a diverse and unique background which enabled this).
The goals at the outset were clear:
We’ve pitched CX Tracker to three existing clients and used it as a core differentiator in five new business pitches. We’ve had 100% strike rate in selling in to existing clients and we’ve had 100% success rate in terms of the take up on new business pitches we’ve won. Of the pitches we didn’t win, CX Tracker was mentioned by the prospective client on all occasions as a core part of the Zenith offering that had strong appeal.
On all occasions, CX Tracker has enabled lighting-fast diagnosis of issues, challenges with key audience groups, and removed much of the subjectivity around identifying blockages in the CX Loop, or weak spots across audience segments.
While different clients using the tracker are at different stages of adoption, we’ve seen that in every case, clients have found it an extremely valuable tool to understand how their brand is competing in market and the conversations that the tracker stimulates are positive and productive.