NewtonX
Collaborated on strategic brand tracking for data protection leader to measure campaign impact and drive insights
challenge
A leading data protection software company needed to measure the effectiveness of their brand advertising campaign across US, UK, and France markets while understanding brand health sustainability in a competitive landscape. Managing campaign measurement across 1,201 IT decision-makers over six months required strategic tracking, competitive benchmarking against 5 key competitors, and actionable insights to optimize marketing investment.
OUR APPROACH
With rigorous two-wave methodology measuring awareness, consideration, purchase intent, and brand perception, we benchmarked performance against 5 major competitors. Employing advanced analysis (ad-seen vs. unseen cohorts), qualitative message testing, and brand funnel analysis, we seamlessly delivered insights, ensuring data-driven decisions and optimizing media strategy. This approach validated campaign impact and earned strategic value through actionable recommendations.
THE INSIGHT
Always validate campaign effectiveness through longitudinal measurement. The ability to track awareness decay, identify competitive threats, understand geographic performance variations, and measure ad-exposure lift effects provides critical intelligence for strategic decision-making and budget optimization.
THE IMPACT
The project validated the brand's position as a category pioneer, with a vast majority of respondents associating it with protecting diverse data workloads and driving innovation. In key European markets, campaign exposure drove a significant peak in the perception of the brand as a provider of best-in-class security. Ultimately, the research transitioned from a perception study into a quantified roadmap for acquisition, providing the evidence needed to align sales strategies with the high percentage of leaders currently entering a purchase cycle.
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NewtonX: Collaborated on strategic brand tracking for data protection leader to measure campaign impact and drive insights
