When it comes to analytics we often concentrate on Conversion Rate Optimisation. However, branding is an important business aspect too. Especially for start ups, businesses going through rebranding or launching new products and services. But how is it possible to measure the value of a brand? Here's some cost-effective suggestions by Matter Of Form.

1. Balancing brand &
business
using analytics
Giorgia Martinucci
Search & Content Manager
@matterofform

2. Matter Of Form | Interactions That Create Value 2
We believe that the moments when brands and people
come together change businesses.

3. So this session is
about brands.

4. Brands
change the
way you feel.

5. Brands
change
language.

6. Brands
change
culture.

7. Brands
enable
flex.

8. Brands
create communities.

9. So brands are pretty valuable, huh.

10. “All our factories and facilities could
burn down tomorrow but you’d hardly
touch the value of the company; all
that actually lies in the goodwill of our
brand franchise and the collective
knowledge in the company.”
!
- Roberto Goizueta, the late CEO of
Coca-Cola

11. But we rarely
measure
them through
Analytics.

12. Are we too purist?

13. The usual suspects
we look at:
•sessions
•conversion rate

14. But how do
we measure
a brand?

15. We create a custom framework.

16. Data set Data Attribution Weighing Score

17. Where to find
the data?

18. Google Trends

19. Keywords
report

20. Adwords
Keyword
Planner

21. Site search
results

22. Referrals

23. Recency

24. Social
listening
tools

25. Data set Data Attribution Weighing Score
organic traffic sessions 1,000 90 9% 5
Google trends n. of searches 2,000 90 9% 7
Referrals n. of links 100 60 6% 4
Brand’s health 16/20

26. Key takeaways

27. Brands have value
Measuring their strength is important
Tailored framework for each business
Assessment on a variety of data sources

28. Interact with us.

29. Get in touch.
@matterofform
!
matterofform.com