Innovative metrics from the Ehrenberg-Bass Institute, including mental availability (how often a brand is considered in buying situations) and mental advantage analysis (which buying situations a brand dominates), are revolutionizing brand growth measurement and ongoing brand health monitoring.In this presentation, Madita Brandhorst, Associate Director, Tracking Solutions at quantilope, explores how to extend these metrics beyond brand health tracking to optimize communications and ad campaigns. Madita will review today's rapidly changing media landscape and the challenges brands face in reaching audiences amidst fragmented media consumption. She will provide a deep dive into best practices for developing campaigns that increase mental availability across specific buying situations and explain how to build an ad tracker based on these new concepts and the valuable insights it can provide.
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Madita combines her background in psychology (M.Sc.) with more than a decade of market research expertise to generate deep and strategic insights. She started her career at Ipsos, running traditional brand and ad tracking studies for global brands across various industries including CPG, fashion, media and tech. At quantilope, Madita spearheads the development, implementation and continuous improvement of innovative tracking solutions, fueled by her belief that tracking can be both fun and actionable. Her mission is to transform the way we do tracking by leveraging automation, the latest scientific thinking and a dynamic mix of human and artificial intelligence.
