This month at Lanata - IIeX, small brands and which KPIs to track

Hello ,

It's Nico, CEO at Latana, here. Over the past years, we shared monthly updates with clients on our internal research, product development, and other things happening at Latana.

We received lots of requests to share these updates on LinkedIn and thought that you might also be interested.?

Here's a quick snapshot of the highlights in June:

We're experimenting with a new "small brands" functionality

In our quest to push the boundaries of what's possible, our product team is experimenting with an updated version of our "small brands" functionality. This feature enables us to automatically boost the frequency with which we ask respondents about small brands, thus increasing the reliability of tracking and funnel data. The first tests in the footwear category are looking very promising and are generating very precise time series data. The next step is to fine-tune the attribution of funnel questions to be able to track precise segmentations (e.g. fashion conscious men). If you have a small brand and would like to try out this feature, please send a quick note to [email protected] .

Answering the question of which KPIs to track

One question that repeatedly comes up in client conversations is which brand KPIs to track regularly. If you focus on the wrong ones, you might miss out on insights; if you track too many, you end up with a long and cumbersome survey that makes it difficult to find respondents. To get some data into the conversation, we conducted a quick survey among marketers on which brand KPIs they feel are most important to track. The clear frontrunners were aided awareness and (purchase) consideration - with over 80% of respondents feeling that they are the most important KPI. We were a bit surprised that brand loyalty, NPS, brand "Buzz" and brand "Love" ended up at the bottom of the list. Click here to download our flyer with more information on this topic .

We were back at IIEX Europe

After years of (Covid-induced) absence, we returned to IIEX and it was a huge success! We had wonderful conversations with leading global brands and made some good connections with truly innovative research companies. Our presentation on how non-incentivized, ad-based sampling can help improve the quality of brand tracking was really well received - and the room was completely packed! Send us a message if you would like to see the presentation in a webinar format.

What's next?

We're currently working on some very exciting topics, including new dashboard visualizations, expanding the number of brands that our system supports per category, some exciting research on list-based versus siloed brand questions, and much more.?

We’re excited to keep you informed and inspired!

Cheers,

Nico