Analytic Partners signs up YouGov daily tracking data

Data insight specialist Analytic Partners has signed a deal with YouGov to incorporate data from its BrandIndex into the firm’s commercial analytics solution, giving marketers access to both YouGov’s daily tracking and feed historical data.

It is claimed the move will allow firms to track brand performance trends and establish benchmarks for success against competitors and markets.

The collaboration will give Analytic Partners’ customers access to YouGov’s historical data with 16 brand health metrics as clear KPIs, including ad awareness, brand value, corporate reputation, purchase consideration, and customer recommendations.

As marketers navigate a period of economic headwinds, many want to understand the potential impact of cutting marketing spend on not only short-term sales but also how those decisions will influence their brand in the long-term.

According to Analytic Partners’ proprietary intelligence platform ROI Genome, across customer types, geographies and market conditions, upper funnel tactics are 60% more effective over the long term than lower funnel tactics and only 25% less effective in the short term.

By monitoring brand data more closely, Analytic Partners claims brands will be able to confidently make decisions for both short and long-term activities.

The company is utilising YouGov’s aggregated, privacy-safe data for its solution, delivered through the GPS Enterprise platform.

Analytic Partners founder, president and CEO Nancy Smith said: “Many brands want to better understand the impact of their brand health over time, but often their data is not current or robust enough to build an effective model.
“With this collaboration, our customers can access YouGov’s strong, historical data to measure how their marketing activity will influence brand metrics and ultimately translate to a sale.”

YouGov chief executive Ray Martin added: “With its daily tracking and historical data, BrandIndex provides unparalleled insights into brand health, enabling brands to effectively engage their audiences and gauge advertising success.

“By adding BrandIndex data into cutting-edge media performance modelling, customers receive enhanced value, enabling them to make well-informed, strategic marketing decisions.”