Phil Nottingham – Brand tracking 101

*** Proof of Product ***

---

Exploring the Essential Features of “Phil Nottingham – Brand tracking 101”

Become great at brand tracking
Learn how use commonly available research and analytics tools to meaningfully measure brand awareness, brand engagement, brand affinity and brand sentiment.

By Phil Nottingham,

Course length: 1h 04min

Everyone knows brand is important, but few marketers really know how to measure it properly. In this course, we are going to look at the different ways of measuring brand and ensure that at the end of it you have a meaningful, actionable dashboard that can improve your strategy.

Small businesses can and should measure brand marketing as well, and this course provides techniques and tools applicable to these companies, as well as enterprises.

After taking this course you’ll…

• Understand the four core brand measurement concepts, what they tell you about wider brand performance, and how to pick the right metrics for your organization to ensure your brand tracking is always actionable.
• Explore some of the tools available on the market for social listening, market research and website measurement, and how these tools can be used to pull together brand metrics.
• Infer strategy implications from brand metrics, and appreciate how they can guide improvements to marketing investments.

Skills you will master
Brand awareness Brand metrics Branding Messaging strategy Metrics and reporting

About the expert

Phil Nottingham

Phil Nottingham is the CEO and Founder of Nott Media, the video marketing agency for B2B businesses. A strategist who specializes in media transformation, Phil regularly speaks around the world about video strategy, brand marketing and search engine optimisation.

He has consulted on brand and video strategy for both large and small brands including Red Bull, Wistia, Yoast, SparkToro, The Financial Times and Lidl.

Your course curriculum
Brand tracking 101
1 Introduction
Overview of the ways to track and measure your brand performance, introducing the four concepts of brand awareness, brand engagement, brand affinity and brant sentiment. Topics covered: Appreciate the structure and plan for the course, including what w …

2 Differentiate and Examine Brand Measurement Concepts
Further explanation of the four core brand measurement concepts, and appreciating the inherent challenges with brand measurement vs. performance marketing measurement. Topics covered: Contrast brand awareness, brand engagement, brand affinity and brand …

3 Collect Market Research
Review the data we can collect through regular surveys of target audience members and explore the value of customer surveys for brand measurement Topics covered: Understand methods for undertaking market research, and why specific questions elicit valu …

4 Set up Social Listening and Measurement
An exploration of the data available through social listening, and examples of how to set up reporting with various tools. Topics covered: Learn how to use Mention, TrueSocialMetrics and Awario to set up social listening, and why these tools are easy a …

5 Organize CRM tracking and scoring
An exploration into how CRM systems can be used to track brand engagement and brand affinity, especially when investing in audience building or elevated content marketing. Topics covered: How to implement fan scoring in parallel to lead scoring in your …

6 Interpret Website Analytics
Explore the data provided by Google Search Console and Google Analytics, looking at what insights they can provide for brand measurement. Topics covered: Explore how impressions, clicks and click-through rate in Google Search Console can provide useful …

7 Choose your Brand Metrics and Set up Dashboards
Identify the Brand metrics most appropriate for us in our business and build a dashboard to measure these metrics and KPIs Topics covered: How to use Google Data Studio to combine data from multiple sources and why this process can help you build a via …

8 Strategy Implications from Brand Tracking Results
A summary of the what changes in each brand metric means, and how you need to respond to this strategically. Topics covered: Learn what falling brand awareness means from a strategy perspective, and why certain ways of responding to this are beneficial …

9 Final Exam-Brand Tracking 101
A summary of the what changes in each brand metric means, and how you need to respond to this strategically. Topics covered: Learn what falling brand awareness means from a strategy perspective, and why certain ways of responding to this are beneficial …

Please see the full list of alternative group-buy courses available here: https://lunacourse.com/shop/