Tracking
ACCU*TRAK is a multi-purpose tracking system that is used to monitor brand equity, provide in-market assessment of integrated marketing communications and evaluate the impact of advertising on your brand. Unlike other tracking services that only provide marketers with a “rear-view mirror” to see where their brand has been, ACCU*TRAK contains Customer Commitment Persuasion (CCPersuasion®) and indicates where the brand is going. Since ACCU*TRAK has components to address each of the three areas described above, studies are designed to fit your needs.
ACCU*TRAK contains the following features:
- The use of Customer Commitment Persuasion (CCPersuasion®) which is consistent with other services in MSW’s Research Continuum
- Measure of ROAI (Return On Advertising Investment) for your integrated marketing communications campaign or elements within your campaign
- Recognition based ad awareness that yields “Correct Brand Attribution”
- Extensive standard and custom diagnostics which allow for in-depth understanding of why advertising performs as it does
- Online or Mall data collection venues
ACCU*TRAK is flexible and can be used for multiple applications:
- Continuous Brand Equity and Integrated Marketing Communications Recognition Tracking
- New Campaign Tracking
- Test Market Tracking
- Ad Flight Tracking
- Point-in-Time/Dipstick Tracking
With this approach, you get highly sensitive marketing metrics, sophisticated, accurate measurement techniques and relevant, insightful markting analysis. You get full consultancy at every level – in developing and design, structuring the questionnaire and the analysis and interpretation of results. We don’t just deliver the numbers, we help you build your brand!
Historic learning and predictive branding metrics contained in tracking solutions enable MSW Research to provide consumer insights for branding STRATEGY direction.