Is Organic Web Traffic a Predictor of Brand Choice? – A Closer Look at Les Binet’s “New Way”
Les Binet would like marketers to discontinue the old ways of brand health measurement and adopt his “new way to track brand and advertising.”
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Les Binet would like marketers to discontinue the old ways of brand health measurement and adopt his “new way to track brand and advertising.”
Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 17 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our November pulse. Please note: Fieldwork for November was conducted prior to the South Australian outbreak and lockdown.
With some justification, not everyone is a fan of survey data. Periodically, a client or prospective client recites one of two quotes. The first quote is from the founder of Apple, Steve Jobs, who said “People don’t know what they want until you show it to them.
With COVID-19 cases and death counts rising as well as a newfound threat to civility – an assault to the nation’s democratic foundations – it comes as little surprise that American life moved further away from normal in January 2021.
Analytics
For several quarters, an aviation brand’s continuous brand tracker had identified a gradual decline in performance, leading to significant declines in key metrics year-on-year. Their internal teams had a wealth of data about their passengers and revenue, but needed something with more predictive power to inform their next steps.
Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 19 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our February pulse.
Australians feelings of Normality was at the highest level observed in April since the start of the pandemic (83%) and remained stable from March. As optimism grows with the management of COVID-19 at a State level, the focus shifted to the Federal Government rollout of the vaccination and hotel quarantine program. However, trust in Federal Government was at the lowest level observed since the start of the pandemic as a steady decline was observed since the start of 2021.
Forethought has been observing the increasing stability of Australian’s sense of Normality since March 2020 and hypothesising that we had achieved ‘The New Normal’, when the NSW infection rates started to climb rapidly.