BlogIlkka Keskiväli 04.12.2023

How to see how your brand affects your sales and marketing affects your brand 

Marketing development Digital marketing Search engine marketing

The results of brand investments are often visible only in the longer term – but their impact on the business must be proven today. In order to demonstrate the importance of long-term brand work and justify investments, we need to be able to verify both the brand’s significance for business and marketing’s ability to increase brand power. Ilkka Keskiväli, Head of Dagmar’s Advanced Analytics unit, explains how the effects of brand and brand marketing on hard business metrics are investigated using advanced analytics. 

As the world around us is changing rapidly, many marketers are weighing the right relationship between quick activation and long-term action. At the same time, brand development and brand marketing are raising more and more questions: 

  • How to optimally distribute investments in brand marketing and tactical marketing? 
  • What impact does the brand have on sales? 
  • How do marketing activities affect the brand, and how much investment is needed to maintain the brand? 
  • What brand attributes should be highlighted in brand campaigns in order to maximize the impact on the desired main brand metric? 
  • Are there any brand- or product-specific laws in marketing campaigns and what kind of characteristics do campaigns for different products have? 

All these questions can be answered with the help of brand measurement services developed by Dagmar. 

Brand Marketing Optimizer – Miten brändimarkkinoinnin ja taktisen markkinoinnin investoinnit jaetaan optimaalisesti? 

According to the latest study by Les Binet, the short-term impact of marketing is 40% of the total impact of marketing – 60% of the impact comes in the long term. 
Brand Marketing Optimizer is a tool that optimally distributes tactical marketing and brand marketing investments using the marketer’s own data. The tool utilizes information obtained from ROMI modelling on the short-term effectiveness of marketing in both tactical and brand marketing. ROMI modelling also provides information on the brand’s impact on sales. 
When the above is combined with the information provided by Brand Impact Analysis on the impact of marketing on the brand, the short- and long-term impact of marketing on sales can be determined. The algorithm calculates maximum upselling for the given marketing budget. 
Benefit to the marketer: You will identify the optimal division between brand marketing and tactical marketing. 

Brand Impact Analysis – How much should I invest in maintaining or raising awareness of my brand? 

Brand Impact Analysis helps you assess what levels of investment it is possible to maintain your brand at or what kind of investments are required to grow your brand. The analysis utilises information obtained from brand indicators and information on marketing investments. 
Benefit for marketers: For example, you can use analysis to support annual planning. Get an estimate of the required brand marketing investments when your goal is to increase awareness by x percentage points. 

ROMI modelling – How do brand and brand marketing affect sales in the short and long term? 

ROMI modelling (Marketing Mix Modeling) is an advanced statistical analysis that takes into account all marketing measures and external factors. ROMI modelling is known to be a good tool for studying and optimizing the short- and medium-term effects of marketing. ROMI modelling can also be used to determine the impact of a brand on sales. 
Benefit to marketer: You will gain more understanding of the long-term impact of branding and brand marketing. 

Brand Driver Analysis – What brand attributes need to be highlighted to maximize the impact on the brand’s main metric? 

Brand Driver Analysis provides a solution to this question. The analysis utilises, for example, continuous, longer-term data from Brand Tracking on the brand’s main metrics and attributes. We use the statistical model to identify which attributes have a statistical relationship with the brand’s main metrics and how large this impact is. 
Marketer benefit: Campaign content can focus on highlighting the attributes that have the strongest connection to the main brand metric you’re aiming for. 

Meta-analysis of campaign studies – What kind of brand- or product-specific laws or characteristics do different campaigns have? 

Campaign studies (post-campaign measurements) are an agile way to determine the effectiveness of campaigns: media-specific attention value in a commensurate manner, the effectiveness of advertising in the target group and activation in accordance with objectives, the messages conveyed by advertising and the effects on the brand. 
The meta-analysis of campaign studies takes into account all surveys conducted on the client. The analysis can be used to identify brand- or product-specific laws and the characteristics of campaigns for different products. 
Benefit to marketers: By identifying the characteristics of brands or product groups, you can, for example, optimize media budgets for future campaigns to achieve the desired attention value. 

Agile start to brand measurements – the overall view grows bit by bit 

Dagmar’s brand measurement tools provide answers to many of the marketers’ questions. When the whole is divided into several separate analyses, it is possible to start agilely, with just one analysis. All analyses support each other. They give you a holistic view of what your brand means to your business and the full impact of your brand marketing. 

Written by

Ilkka Keskiväli

Director, Advanced Analytics


Ilkka is the head of the Advanced Analytics unit, whose passion is data-driven management and its enablement and implementation in customer organizations.