Burson-Marsteller’s Analytics team uses data as a means to two clear ends. The first is tracking progress through tactical measurement. The second is gauging success through strategic measurement, using KPIs based on the business goals you’ve identified.
Our first step is to create a framework that clearly aligns your overall global strategy with those individual tactics we employ in your campaign. This ensures that everything we do drives toward objectives you’ve identified across your global business — from increasing awareness and sales to mitigating questions and concerns. This also means we have a framework to refine tactics within each market as the campaign progresses.