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IN-PERSON MASTERCLASS

Masterclass: How to build a best practice brand measurement program

20 May 2024 // 12pm - 4pm
Sofitel Melbourne on Collins
The Grand Ballroom, 25 Collins Street
Melbourne, Australia

In a landscape saturated with competing messages and shifting consumer behaviors, understanding your brand's impact is crucial. This masterclass provides a comprehensive foundation for marketing professionals, brand managers, and business owners to develop a brand measurement program attuned to the nuances of the modern marketplace. With an emphasis on best practices and actionable frameworks, participants will learn to employ advanced methods and metrics using a holistic data approach to gauge brand health, track marketing effectiveness, and align with business growth objectives in a dynamic world.

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Agenda

The Evolution of Brand Measurement


  • The role of brand measurement in today’s digital-first landscape

  • Introduction to modern brand measurement paradigms
Defining Brand Measurement Objectives and KPIs

  • Setting clear, actionable objectives

  • Identifying Key Performance Indicators (KPIs) aligned with business outcomes
Tools and Technologies in Brand Measurement

  • Overview of current digital analytics and brand tracking tools

  • Integrating cross-platform measurement for a holistic view
Crafting a Brand Measurement Framework

  • Structuring a scalable and flexible brand measurement model

  • Real-time and longitudinal measurement strategies
Qualitative and Quantitative Methodologies

  • Combining qualitative insights with quantitative data for depth and accuracy

  • Conducting brand audits and equity assessments
Analyzing and Acting on Brand Measurement Data

  • Making sense of the data: From collection to interpretation

  • Data-driven decisions: Translating insights into strategic action
Navigating Challenges and Ensuring Future Relevance

  • Ethical considerations in brand data collection

  • Adapting your brand measurement program to keep pace with market evolution

Key Speakers

Ken Choi, Head of Strategy & Insights Solutions, APJ, Qualtrics

Ken has over 18 years of experience in brand strategy and research. Previously a director and head of Quantitative Research at an insights consultancy, he’s passionate about unbundling complex issues and communicating clear growth strategies to drive business impact. He has experience working on large-scale, global research programs and has conducted brand strategy and growth innovation research in over 45 countries. 

As a Solutions Strategist for the Asia Pacific & Japan region, he is focused on designing best-in-class technology and service solutions to help brands develop and maintain consistent and engaging experiences with their audiences.

date

20 May 2024

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time

12pm to 4pm AEST

location

The Grand Ballroom
Sofitel Melbourne on Collins
25 Collins Street
Melbourne, Australia

Reserve your seat today!

REGISTER NOW