PRODUCTS
- Sentinel is a continuous marketing program effectiveness monitoring system, that measures the effectiveness at several levels
- Since it is continuous, the monitoring is done everyday as opposed to the more common periodic check (dip-stick) approaches
- This approach ensures that no market place event and its impact on business is missed.
- It starts at the basic marketing inputs such as advertising and progressively measures the percolation of these inputs culminating at brand health or equity
- To assess the Ads on the following parameters of performance
- Memorability: How effective are the Ads in breaking through the television clutter and how vivid is the memory of these Ads
- Comprehension: How effective are the Ads in communicating the intended message
- Conversion: How effective are the Ads in increasing purchase desirability
- To assess the Ads holistically such that a single Ad can be taken forward into further work
- To map the perception built from the Ads
- To use consumer feedback to suggest changes/improvements to the Ad