In this interactive session, Michael Million leads a discussion about how to frame different types of metrics in an effort to track performance of an organization's activities and how they effect both brand equity and business outcomes.

1. PROPRIETARY AND CONFIDENTIAL
Developing brand metrics to measure business performance
Michael Million
April 2008
BrandSmart Conference
by the AMA

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2AMA BrandSmart Conference
Agenda
• What are brand metrics and why do they matter?
• How can we link brand metrics into business performance?
• Behavioral metrics
• Perceptual Metrics
• Performance Metrics
• Correlations

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3AMA BrandSmart Conference
What are brand metrics?
Brand Metrics are units of measurement that determine how strong or weak a
brand is relative to its impact on driving business goals
Typically brand metrics fall into three categories:
• Behavior metrics, or what employee do to promote or build the brand
• Interaction metrics, or how customers interact with the brand
• Perception metrics, or the resulting perceptions customer have based on their
interactions
• Performance metrics, or the resulting business impact based on customers’
interactions and perceptions with the brand.

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4AMA BrandSmart Conference
Why do brand metrics they matter?
Brand metrics are important as diagnostic, predictive, and prescriptive tools to
help managers understand whether (and to what extent) the brand is on track
relative to its positioning, and its impact on the business.
Knowing how your brand is perceived enables you to “course correct” as
necessary so that the brand is better aligned with overall business objectives,
can head off emerging liabilities, and can take advantage of momentum or
spikes in positive perceptions.
Moreover, metrics of this type provide visibility into which marketing efforts
are paying off most relative to driving desired perceptions of the brand and
growing the business.

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5AMA BrandSmart Conference
Examples for each type of metric category?
Behavioral
Metrics
Interaction
Metrics
Perceptual
Metrics
Performance
Metrics
what employees do to
build the brand
how customers
interact with the brand
resulting customer
perceptions
resulting business
impact
• Employees
understanding of
strategy
• Employee engagement
scores
• Experience delivery
• Communications
• Service levels
• Awareness
• Consideration
• Reach / frequency
• Web traffic
• Social index
• Demo trials
• Product reviews
• Lead generation
• Purchases
• Re-purchases
• Market Share
• Wallet Share
• Profit Margin
• Revenue uplift
• Premium pricing
• Lifetime value
• Conversion rate
• Customer satisfaction
• Positive associations
• Frame-of-reference
• Purchase intent
• Advocacy intent
• Net promoter scores

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6AMA BrandSmart Conference
How might we prioritize which metrics to track?
Behavioral
Metrics
Interaction
Metrics
Perceptual
Metrics
Performance
Metrics
Which metrics will
have the biggest
impact on how
customers experience
your brand?
Which metrics will
have the biggest
impact on how your
brand is perceived?
Which metrics will have
the biggest impact on
the performance of your
business?
What are the most
important metrics to
track the performance
of your business?
Start with the end, and work backwards

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7AMA BrandSmart Conference
How can we link brand metrics into business performance?
Behavioral
Metrics
Interaction
Metrics
Perceptual
Metrics
Performance
Metrics
what employees do to
build the brand
how customers
interact with the brand
resulting customer
perceptions
resulting business
impact
• Employees
understanding of
strategy
• Employee
engagement scores
• Referrals
• Experience delivery
• Communications
• Awareness
• Consideration
• Reach / frequency
• Web traffic
• Social index
• Demo trials
• Product reviews
• Lead generation
• Purchases
• Re-purchases
• Market Share
• Wallet Share
• Profit Margin
• Revenue uplift
• Premium pricing
• Lifetime value
• Conversion rate
• Customer satisfaction
• Positive associations
• Frame-of-reference
• Purchase intent
• Advocacy intent
• Brand relevane
After the key performance metrics are
determined, test how they are effected
(increased or decreased) by isolating in
on different perceptual, interaction and
behavioral levers / and how they
correlate with each other

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8AMA BrandSmart Conference
In Conclusion
• Brand metrics can be fiend in several different ways
• Metrics that only track perceptions of the brand will have limited value
• Enhanced value will come from connecting those perceptual metrics
for customer actions and thus business performance, as well as those
actions that driven those perceptions
• Determining which levers drive which metrics are important when
resources are constrained and prioritization is paramount

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9AMA BrandSmart Conference
Michael Million Bio & Contact Information
Michael is a partner at FullSurge, a management consultancy focused on driving growth through
brand, marketing and innovation strategies. He has over 20 years experience advising companies on
customer, brand, and go-to-market strategies, as well as the communication and design systems
driven by those strategies. Michael’s ability to solve a broad set of underlying business challenges
comes from his extensive knowledge of insight methodologies, conceptual and strategic skills, and
ability to clarify the complicated.
Prior to FullSurge, he was a partner at VSA, where he built the agency’s strategy practice to address
broader business issues of its clients. Prior to VSA, Michael held senior level positions at top tier
brand consultancies including Prophet and Landor Associates. Throughout his career, Michael has
successfully led large engagements for a wide variety of Fortune 500 clients including GE, IBM,
DuPont, Boeing, CDW, Cargill, Textron, KeyCorp, Kohler, and United Airlines, as well as mid-sized
companies such as the College of American Pathologists, Sea Ray Boats, the Syfy Channel, and the
Blue Bird Bus Company.
Michael has guest lectured on branding and strategy at the Kellogg Graduate School of Management
at Northwestern University and Haas Business School at University of California, Berkeley. He has
facilitated workshops for the American Management Association, was a panel member for high-
ranking business schools, and has frequently spoken at Board Meetings for his clients.
mmillion@fullsurge.com
312-957-5801
312-498-1515 C