Brand Health Tracking: Awareness Funnel, Share of Voice & Brand Lift
Measure a brand the way insight teams do: funnel conversion, share of voice vs share of market, a brand lift z-test, net sentiment, smoothed awareness trends, price premium, a perception map and a KPI scorecard, every cell checked.
The first lesson is free — no account needed.
About this course
A brand health tracking course that measures one fictional sparkling-water brand against five competitors in a spreadsheet, for brand managers, marketing and insight analysts and marketing students. You turn tracking-survey counts into the brand funnel from awareness to purchase and find the weakest stage, compare share of voice with share of market and calculate excess share of voice, test a brand lift study of exposed versus control groups with a two-proportion z-test, count coded social mentions into net sentiment with COUNTIFS, smooth two years of awareness with a moving average and a trend chart, measure the price premium against the volume-weighted category price, plot a perception map from two image attributes and build a quarterly brand KPI scorecard with a colour scale and sparklines. The first lab is free.
Lessons
- The Brand Funnel: Aware → Consider → Prefer → BuyFree
- Share of Voice vs Share of Market: Excess SOV Pro
- Brand Lift Study: Exposed vs Control and a z-Test Pro
- Net Sentiment from Social Mentions (COUNTIFS) Pro
- Awareness Tracking Over Time: Moving Averages and a Trend Chart Pro
- Price Premium and Brand Equity Indicators Pro
- Brand Attribute Perception Map (Scatter Chart) Pro
- The Brand KPI Scorecard: % of Target, Colour Scale and Sparklines Pro