Question
Topic: Research/Metrics
Measure Brand Awareness/ Favorability @online Shop
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- brand awareness
- brand favorability
- purchase intent
- share of voice
simply by using web analytics or purchasing-data?
BA/BF: I have already thought of checking the search terms the customer has used before buying the product (if that's possible) or wheter the customer clicks on "view details" but doesn't buy the product (shows he's interested).
For purchase intent it's obvious to check whether the customer put the item into the shopping cart, but maybe you know a different metric.
Last but not least SOV: #clicks on specific branded product / #of all clicks on products of that category. Do you think that makes sense?
It'd be great if you could help me out :)
Cheers,
Anika