Measuring and maximising communications performance

Successful advertising communications should increase market share. For this reason, measuring the impact of your campaign against the drivers of brand choice, a lead indicator of sales, is critical to understanding communications effectiveness.

Forethought understands this, and measures whether your advertising campaign improves or detracts from perceptions of your brand’s performance on the rational and emotional drivers of brand choice in your category. Rather than using metrics that deliver little insight into why brand performance has improved or declined, Forethought evaluates campaign performance using rational and emotional lead indicators of sales performance.