Quarterly Brand Tracking in E-Commerce

Client: Lazada Group

Objective: The tracking program helped the client measure its Brand Health and Communication Effectiveness at both local and regional level. In addition, we helped assess key drivers for online shopping and monitor brand positioning on these aspects to drive communication and marketing strategy.

Approach:

• Quantitative online surveys in 6 South-East Asian markets
• Developed a unique AEA (Awareness-Engagement-Action) equity framework to identify movements in a brand’s performance over time and link these to actionable communication and marketing outcomes.
• Developed an emotive scale to capture strength of emotional brand engagement