Communications Vitality Tracking (CVT)

Communications Vitality Tracking (CVTSM) is a benchmarked, media-neutral approach to evaluating the impact of marketing communications on brand health and vitality.

CVT evaluates how—and how well—your communications are working, and guides you in enhancing the efficiency and effectiveness of your communications plan in order to achieve your strategic brand goals.

Media-neutral

Accurately measures the impact of communications across all media, without favoring any particular medium.

Creative-style neutral

Fairly measures any executional style or creative approach, accommodating rational and emotive messaging.

Outcome-focused

Evaluates the impact of communications activities on brand health and vitality, including brand imagery and other brand-specific goals.

It is no longer sufficient just to measure awareness of your activities—you also need to quantify the value of that awareness to your brand. CVT’s suite of analytics reveals how efficiently your activities achieve awareness and how effectively that awareness stimulates or reinforces health. As a result, CVT provides clear and actionable direction on which communication messages and activities provide the most cost-effective brand growth.

CVT provides guidance on your key marketing communications questions:

Which activities are working hardest towards my brand objectives?
How can I improve the efficiency of my communications plan?
How are my communications activities affecting the way the target market perceives my brand?
How strongly are my ads branded?
How did the target market react to my advertising?
What is the impact of competitor communication activities on my brand?

To learn more about Communications Vitality Tracking (CVT) and how it can enhance the effectiveness of your brand and communications planning, contact us today.