Financial market data provider measures impact of branding campaign

A financial market data provider needed brand equity tracking across multiple audiences and markets

Image: Financial data company measures impact of branding campaign with a brand equity tracker

The Challenge

Reaching financial services decision makers

A financial market data provider needed a brand equity tracker to measure the impact of a new brand campaign. This included tracking brand funnel metrics such as awareness, consideration, usage, and associations. It was important that the research maintained trackability over multiple waves for it to be effective.

The brand tracker would have to gather insights from financial services decision makers from around the world, which is a hard audience to reach. The financial services solutions provider needed a B2B market research agency experienced in financial services market research for it to be successful.

Our Approach

Global brand equity tracker

Werk Insight, a B2B market research company, designed a global brand equity tracker that would be effective over the long term.

In the initial wave, we conducted 1000 quantitative interviews in 10 geographic markets across two customer verticals. These interviews asked respondents about their awareness, usage, and consideration of financial market data. They also asked association questions of up to two brands for each respondent, prioritizing brands they had used before. This meant that the respondents gave feedback based on their actual brand experience, rather than their preconceptions.

We used custom recruitment methods to source financial services decision makers that were buyers of financial market data. This made sure that we were speaking with the right people to get the most accurate insights.

From the brand funnel data, we compared conversion rates between each “stage” (awareness, consideration, usage) across the brands. It compared the strength of brands with different levels of overall awareness. We continued to track brand awareness over multiple waves, which gave insight into the impact of brand campaigns.

The Insight

The effectiveness of brand campaigns

The brand tracker demonstrated an increased growth in brand awareness, and highlighted areas for further investment. It showed to internal stakeholders, including the C-suite, that consistent and targeted marketing efforts lead to incremental gains in brand awareness and usage. On this basis, the financial market data provider continued its investment into brand campaigns.