Epsilon launches brand consideration metrics at individual level - MarTech Today | The MarTech Alert | Scoop.it
Exclusive to MarTech Today, data-based digital marketing platform Epsilon said it has launched what it calls an “industry-first solution” to measure the impact of brand campaigns at an individual level, superseding self-reporting from small sample groups.

The solution is part of Epsilon PeopleCloud, a platform which supports personalized customer journeys. The output is a brand consideration metric, defined as the percentage of consumers who, after receiving a brand message, go on to visit the brand’s website, open a brand app or email, or research the brand on a third-party website.

The primary focus is on brand consideration, rather than consideration of specific products and services. “However, we can use the insights to understand if people considering a brand browsed certain categories,” Matt Feczko, Epsilon’s VP Product Management told us. “In addition, we can measure the impact of lower-funnel sales and purchases of specific items or categories. Ultimately, we can understand how many people eventually bought tennis shoes (online or offline) from those who browsed the tennis shoe category.”