1. How do we make Brand Tracking more actionable? OSG has the answers!
November 2017

2. OSG at a Glance Offices in US, EU and Asia Over 700 projects
Diverse range of leading Fortune 500 clients
Reference-able C-Suite level relationships at clients across industry sub-sectors Pharmaceuticals, Healthcare, CPG, Energy
Recognized analytics thought leader featured in leading publications
Recognized for five consecutive years as one of the fastest growing companies in the US

3. LIFE CYCLE RELATIONSHIP USING TECHNOLOGY & SERVICES
OSG’s Capabilities
LIFE CYCLE RELATIONSHIP USING TECHNOLOGY & SERVICES
COMPETENCIES
MARKET RESEARCH
ADVANCED ANALYTICS
ADVISORY
TECHNOLOGY
BUSINESS APPLICATIONS
R&D/INNOVATION
Innovation Prioritization / Market Map
Trial Optimization
PRO Analytics
Portfolio Prioritization
DEVELOPMENT
Market/Commercial Assessment
Licensing & Acquisition
Forecasting & Evaluation
MARKETING
Segmentation
Launch Planning
Brand Equity & Tracking
Brand & LCM Planning
Positioning, Message Testing
SALES
Sales Force Effectiveness
Field Optimization
Performance Analytics
Closed loop Marketing
PLATFORMS
ASEMAPTM
In-Depth Behavioral Analytics Platform
OSMPS™
Online Data Visualization and Predictive Analytics Portal
CAVII™
Customer Engagement Platform

4. What is Brand Tracking? Helps understand in-market brand performance
Awareness, Trial & Usage
Satisfaction
Brand Perceptions on specific KPI’s/Attributes that matter to customers
Effectiveness of marketing channels in communicating the brand’s value proposition etc.
Determine if the performance is in line with expectations and make changes (if required) to the brand’s marketing strategy

5. Challenges with Traditional Brand Trackers
Very good at measuring performance but not as insightful in understanding the ‘why’s’
Have been relegated to being dashboards for periodic monitoring with minimal actionability
Challenge in using the tracker findings to tweak brand marketing strategy

6. RE-TRACK OVERALL PERCEPTIONS & KPI
OSG Determines What Matters to Customers and Offers Insights on How to Impact Those Levers to Drive Brand Adoption/Satisfaction
NEED TO BE CONDUCTED ONLY DURING THE BASELINE WAVE AND SPORADICALLY THEREAFTER 2 1 3
Research to track overall client and competitor brand performance
OSG’s proprietary ASEMAPTM trade-off exercise to determine what KPI’s matter to customers
Identify the ‘must-have’ and ‘differentiating’ KPI’s
RE-TRACK OVERALL PERCEPTIONS & KPI 5 4 6
Address the areas identified in the prior step (OSG’s Activation Workshop)
Identify the gaps of the client brand vs. competition on the KPI’s
Identify areas for immediate transformation and brand differentiation

7. OSG’s Research Approach
Online survey administered online (computer or tablet or mobile) or in-person (at Point of sale or After-sale or at other times)
A few follow-up qualitative interviews to supplement responses from the survey
Awareness, Trial & Usage of Client & Competitor Brands
ATTRIBUES/KPI’S THAT MIGHT DRIVE CHOICE IN THE CATEGORY
(Required only in the baseline wave (Unless market changes significantly) to understand what matters to customers in choice of brands/products in a category)
ASEMAPTM – Attributes Trade-off Exercise
Perceptions of Client & Competitor Brands on Key Attributes
Effectiveness of Marketing Channels
(Sales reps, social media, POS etc.)
Attitudes & Demographics

8. Step 1 – Capture Overall Brand Use and Perceptions
BRAND FUNNEL
TRACK FUNNEL AND PERCEPTIONS OVER TIME
OVERALL BRAND PERCEPTIONS
(NET PROMOTER SCORE OR SATISFACTION)

9. ASEMAP™ - OSG’s Proprietary Trade-off Exercise - Steps in identifying important KPI’s/Attributes
CATEGORIZE ATTRIBUTES
(Assume there are 30 attributes. Show 30 attributes
on 1 screen and ask respondents to categorize them
into 3 smaller groups of 10 each based on importance)
2. RANK ATTRIBUTES
(Rank the attributes from 1-10 within each group)
3. TRADE-OFF ATTRIBUTES
(Trade-off a pair of attributes – 100-pt allocation. By
showing ~13 pairs or fewer, we can understand
the magnitude of importance of all attributes)

10. Step 2 – Identify KPI’s/Attributes that Matters Most to Customers & Compare Brand Performance on Those Metrics vs. Competition
CAPTURE PERCEPTIONS OF BRANDS VS. COMPETITION ON KPI’S/ATTRIBUTES
IMPORTANT KPI’S/ATTRIBUTES THAT DRIVE CHOICE IN THIS CATEGORY
(Only for the baseline wave)
TRACK PERCEPTIONS OF BRANDS VS. COMPETITION ON KPI’S/ATTRIBUTES PERIODICALLY

11. Steps 3-5 – Identify Areas for Immediate Transformation or Differentiation to Improve Brand Adoption/Perceptions

12. Step 6 – Activate on the Findings to Drive Brand Adoption/Perceptions

13. Summarizing OSG’s Approach to Brand Tracking
NEED TO BE CONDUCTED ONLY DURING THE BASELINE WAVE 2 1 3
Research to track overall client and competitor brand performance
OSG’s proprietary ASEMAPTM trade-off exercise to determine what KPI’s matter to customers
Identify the ‘must-have’ and ‘differentiating’ KPI’s
RE-TRACK OVERALL PERCEPTIONS & KPI 5 4 6
Address the areas identified in the prior step (OSG’s Activation Workshop)
Identify the gaps of the client brand vs. competition on the KPI’s
Identify areas for immediate transformation and brand differentiation

14. OSMPS™ & CAVIITM- OSG’s Tools for Brand Tracking
CAVIITM – Mobile real-time administering of survey, tracking & dashboarding
OSMPSTM – Online reporting & Dashboarding

15. OSG Advantage: Why OSG for Brand Tracking?
Go beyond tracking standard KPI’s to understanding the why’s behind the same
Use OSG’s proprietary ASEMAP™ methodology to determine the drivers of choice/satisfaction in a category
Understand how our brand performs on those key drivers vs. the competition
Identify and address gaps vs. the competition to move the needle on adoption/satisfaction
Track effectiveness of marketing/communication/educational initiatives and tie that to adoption
Access to OSG’s proprietary easy-to-use web- based reportal/dashboard for data visualization
Results remain at your fingertips, allowing access to the data during and immediately after data collection
Easy tracking of metrics on a periodic basis

16. Contact R. Sukumar, Ph. D. E. r.sukumar@osganalytics.com