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The Future of Brand Tracking with MRP @Research&Results2019

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Marketers use brand tracking to make more informed decisions. However, the traditional way information is collected is unreliable. Dalia uses an advanced data science technique, multi-level regression and post-stratification (MRP), to continuously generate hyper-precise brand insights for marketers.

The Future of Brand Tracking with MRP @Research&Results2019

  1. 1. caspian. BrandTracking 2.0 The Future of Measuring Brand Perception
  2. 2. 11.5m Youtube 625+ Articles caspian. Is my marketing campaign working?
  3. 3. caspian. Is my marketing campaign working?
  4. 4. Brand Tracking caspian. % Brand
  5. 5. Millennials Brand Tracking caspian. % Brand
  6. 6. BrandTracking 2.0 caspian. % % %
  7. 7. M.R.P Multilevel regression and poststratification
  8. 8. 400 Millennials 300 Tech savvy 150 Play Soccer 20 N = 1000 people caspian.
  9. 9. 55% 15% Confidence bounds35% Brand caspian. 20
  10. 10. 400 Millennials 300 Tech savvy 150 Play Soccer 20 N = 1000 people caspian. 35% Brand Problem Traditional
  11. 11. 400 Millennials 300 Tech savvy 150 Play Soccer 20 N = 1000 people caspian. 35% Brand Solution MRP
  12. 12. Brand caspian. 35% % 600 NO 400 YES % % 700 NO 300 YES %% 850 NO 150 YES % N = 1000 MRP 36% 34% 20 MRP
  13. 13. caspian. 35% N = 1000 20N = Traditional 55% 15% Confidence bounds 36% 34% 35%MRP MRP
  14. 14. caspian. Case Study Heineken* Brand Tracking Germany Brand Awareness 3 Months, 1000 interviews per month *Heineken is not a client of Dalia
  15. 15. N = 50 October November December 62% 84% 75% 53% N = 60 N = 77 64% 73% 55% 81% 68% Campaign caspian. Case Study Traditional
  16. 16. caspian. Case Study MRP N = 1000 October November December 69% 70% 68% 67% 71% 68% 72% 70% 66% N = 1000 N = 1000 Campaign
  17. 17. caspian. 10 5 3 N = 1000 MoE MRP Millions of Audiences Become Available Gen.Pop. N = 400 Millennials N = 100 Soccer-Watching Millenials N = 50 Quota Sampling Other smaller sub-groups
  18. 18. caspian. ML-Powered Efficiency Over Time 1000 500 300 Sample Size (n) Quota Sampling (MoE = 3) MRP (MoE = 3) 1 4 52 3 Tracking Wave Cost and Time Saving
  19. 19. caspian. Future of Brand Tracking
  20. 20. 2018-12-12 | Dalia Research caspian. Thanks Niklas Anzinger Strategic Insights Lead niklas.anzinger@daliaresearch.com

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