Because launches experiential marketing measurement tool

Brand experience agency Because has devised a new tool which it claims can help measure the wider impact of experiential marketing.

The Brand Value Generator can be used throughout the process, from pre-planning to post campaign analysis
The Brand Value Generator can be used throughout the process, from pre-planning to post campaign analysis

The Brand Value Generator can be used to predict both hard returns, such as increased sales, as well as softer measures, including the effect of word-of-mouth, social media buzz and brand love, by taking a more scientific approach to evaluating the wider impact of campaigns. 

The tool, developed in collaboration with a third party strategic branding consultancy, uses multiple data fields, and works by inputting a range of known variables about the brand and its market performance.

It then calculates probable results using an extensive catalogue of data from more than 800 campaigns, as well as insights from 50 million face-to-face brand conversations. Following this, results are benchmarked against industry averages.

Joss Davidge, director of the unexpected at Because, said: "Measuring the full impact of experiential marketing campaigns has traditionally been seen as an inexact science.

"Our Brand Value Generator tool gives brands a far more robust and scientific way to plan and predict the overall success of their experiential campaigns – from hard financial returns to the softer benefits of this influential marketing medium."

The Brand Value Generator can be used throughout the process, from pre-planning to post campaign analysis.

Last month Because added two senior members to team as it launched a new brand identity, which encompasses a new logo and website.

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