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How are my brand health tracking metrics correlated to my business results?
Driver analysis is standard in marketing research, and often used in survey data, e.g. tracking studies, to investigate whether brand perceptions have an impact on brand favorability, brand equity, or brand preference. Commonly techniques such as linear & logistic regression are used along with Shapley Value. In some cases, more sophisticated techniques are useful such as Bayesian Net Analysis.
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Check out our papers:
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The benefits of Shapley Value in key drivers analysis. 2020. Authors: Vriens, M., Vidden, C. & Bosch, N.

BRAND DRIVERS
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