Why Your Brand Activation Should Be Data Driven


In 2020, there’s no excuse for brands and agencies to not know what customers want and whether a campaign or brand activation was a resounding success. With advancements in technology, there are a variety of tools and metrics available to gain powerful data and actionable insights into the success of your marketing efforts. 

Experiential marketing is always reinventing itself, setting the bar for “what’s new” and “what’s next.” In order to be a leader and stay ahead of the 8-ball, it takes usable, actionable data in order to glean consumer behavior and strive to improve the live experience, every time.

Zenus Biometrics Facial Analysis Technology
Photo Credit: Zenus Biometrics

FIVE REASONS WHY METRICS AND KPIS MATTER

When planning any brand activation, it’s crucial to define key performance indicators (KPI’s) and which metrics you’re going to use to measure its success. Having a clear set of objectives in mind allows you to track and analyze the performance of the experiences you create, and optimize your efforts over time. 

Let’s take a look at the 5 key reasons why metrics and KPIs are important.

1. UNPREDICTABILITY

Consumer tastes and sensibilities are constantly in-flux. Instead of launching a campaign, crossing your fingers, and hoping for the best, metrics and KPIs will help you strategically and effectively plan, manage, and track its cycle, start-to-finish. 

2. SAVE TIME AND MONEY

Performance measures can help you understand precisely how, where, and when you should allocate your budget, so you’re spending your money wisely.

3. GAIN AN EDGE

When you boost your competitive intelligence, you become a leader. You can hone in on your strengths and weaknesses with pinpoint accuracy when you put in the time and effort to monitor, evaluate, and act on your data.

4. JUSTIFY YOUR WORK

You have an idea. You even have a plan for it. But, in-depth, data-driven knowledge will help you make informed decisions that will rationalize either executing or altering a specific part of your activation.

5. SHOW OFF YOUR SUCCESS

It’s easy to just say your campaign did well. It’s another to demonstrate why. Turning to relevant metrics and KPI means you can analyze your performance and prove the return on investment (ROI) of your interactive experiences.

Facial Analysis
Photo Credit: Zenus Biometrics

ADVANCED MARKETING SOLUTIONS FOR THE DIGITAL AGE

In today’s experiential marketing landscape, brands have the ability to expand their reach and do so with pinpoint accuracy thanks, in large part, to ever-evolving technological solutions. But, even if tech isn’t at the core of your brand or business, you can take advantage of the insights it provides in order to make strategic decisions. 

In recent years, facial analysis has become a formidable tool for measuring metrics and KPIs. Instead of relying on antiquated methods of determining consumer satisfaction like in-person surveys or follow-up emails, facial analysis can measure head-count, foot traffic, sentiment, and more in real-time. 

In partnership with Zenus Biometrics, an award-winning provider of facial analysis software currently employed in over 30 countries, New York Food Truck Association has leveraged pioneering 21st century technology to capture powerful metrics like: demographics, engagement, and even state-of-the-art detectors to determine if social-distancing guidelines are being followed. 

And, Zenus abides by key privacy standards where video and image data is neither stored nor distributed, giving you peace of mind that the security of your activation’s attendees is never compromised.

Photo Credit: Zenus Biometrics

DRIVE YOUR BRAND ACTIVATION FORWARD WITH THE RIGHT DATA

“Cracking the code” on experiential marketing is really about utilizing intelligence gathered in order to elevate experiences and amplify moments that are authentic, personal, and memorable. 

As technology evolves, there are more and more innovative ways to improve every brand activation. That’s what targeted marketing is all about in today’s world. And, once you understand how having a “data driven” mindset can change the way in which you do business, you’re free to see your marketing strategy take flight. 

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