Dynamic Tracking™

What is Dynamic Tracking™

The world we live in is changing at an unprecedented pace. Media channels are proliferating, and technology adoption has never been more rapid than it is today.

More than ever, marketers need fast, continuous feedback on how their marketing programs are working - and what the competition is doing. Millward Brown Lansdowne’s Dynamic Tracking™ provides the answers marketers need to help them drive their communications forward and manage their brand or service better.

How Does Dynamic Tracking™ Work?

Because every campaign is unique, every Dynamic Tracking™ is unique. We start by ensuring that we fully understand your strategy. Around this we develop a questionnaire, building your objectives into our Dynamic Tracking™ framework. This framework represents the state of the art in brand communications tracking.

Dynamic Tracking™ studies tell marketers whether their marketing plan has worked by identifying:

• whether consumers are aware of a brand's campaign
• which elements are recalled most strongly
• whether the media budget is being deployed efficiently
• whether the intended message is coming across
• how the total communications mix is affecting consumers' relationships with a brand

Feedback from consumers is collected before, during and after key periods of activity. For some advertisers, this effectively means tracking all year, but if your marketing and research budgets are smaller, we can also tailor-make semi-continuous Dynamic Trackings™. If your brand is seasonal, we can design a study around your key period of activity.

In diagnosing the effectiveness of each individual ad campaign, we show comparisons vs normative data, collected by measuring thousands of ads over the years.

Only the Millward Brown Lansdowne Dynamic Tracking™ offers you all this, together with the experience that comes from having tracked more campaigns, for more brands, in more countries, for longer than any other research agency.

For more information on the Millward Brown Lansdowne Dynamic Tracking™,
please contactSonya McGuirl