Webinar: How Global Consumer Brands Use Social Competitive Intelligence and Brand Analytics to Impact Brand Performance

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Webinar: How Global Consumer Brands Use Social Competitive Intelligence and Brand Analytics to Impact Brand Performance
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If you are a B2C marketer struggling to get actionable consumer insights into your brand analytics as benchmarked against your competition, you won’t want to miss this webinar with guest speaker Gayle Noah, Media Director of L’Oréal, hosted by Mark Mansfield, SVP, Global Growth & Partnerships at BrandTotal. 

Originally recorded on  January 28, 2021, attendees learned how global consumer brands measure themselves against their competition and strategically optimize their brand marketing.

That’s the challenge L’Oréal conquered when it engaged BrandTotal to help the company transform its brand analytics and gain social competitive intelligence consumer insights so they could accurately measure, correlate, benchmark, and optimize campaigns and initiatives.

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Many brand marketers use brand analytics or social competitive intelligence tools that provide visibility into data, but do not, by and large, provide critically needed contextual intelligence and actionable performance insights. They do not provide pre-campaign launch social competitive intelligence data or real-time, in-flight optimization of your organic and paid social to maximize your digital strategy and beat the competition.

While some tools can give you competitive insights on paid social strategy, they also tend to lump data together, and lack the ability to provide granularity or segmentation on specific campaigns, hone in on a single ad / product line, or measure LOBs or business initiatives. That results in generic data sets without context or performance metrics, which is just a bunch of numbers, rather than actionable insights to help you pivot strategy based on competitive spend, saturated versus underutilized whitespaces, winning creatives and messaging, share of voice, sentiment, media mix, competitive spend, and engagement.

These kinds of tools can help you understand how your brand is perceived and engaged with, and that’s a great start to determining how your brand is performing, but it won’t benchmark your performance against your competitors and you don’t get the 360-degree visibility required for reverse-engineering the competition’s strategy. That’s because these approaches are heavily based on snapshot-in-time consumer panel surveys that provide an overall trend. By and large, they don’t provide social competitive intelligence in real time or the ability to pivot social strategies and shift media mix in real time to outsmart your competition.

What’s missing from all of these approaches is comprehensive, 360-degree visibility into your brand marketing as compared to your competitors; in other words, visibility with contextual intelligence and performance data.

That’s the challenge L’Oréal conquered when it engaged BrandTotal to help the company transform its brand analytics and gain social competitive intelligence consumer insights so they could accurately measure, correlate, benchmark, and optimize campaigns and initiatives.

Watch the webinar now to learn how L’Oréal was able to:
 
  • Use social competitive intelligence to enhance brand impact
  • Make faster, smarter, and better brand advertising decisions
  • Gain the broadest and deepest digital share of voice coverage
  • Analyze their brand performance as compared to the competition

You’ll get key insights into lessons learned and best practices in analyzing your own brand performance against your competition’s strategies, campaigns, creatives, and performance.

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