With its 4,5 million members, CM (Christelijke Mutualiteit) is the largest health insurer in Belgium. Core values are solidarity, respect for each person and care for those most vulnerable.
We were brought in to manage the digital part of CM’s omni-channel brand image campaign of 2015. Besides managing the entire operation, the challenge would be to provide them strong insights, such as the campaign’s impact on CM’s brand image.
Our Translation of The Goal
Going by its definition, brand image is a qualitative metric, which is generally measured by (often expensive) market research. Defining an accurate set of KPI’s to measure brand image is therefore truly challenging. CM actually has a third party to do research on its brand image every other year. Nonetheless, we wanted to come up with a complementary, cheaper and more reliable method to research CM’s brand image in real-time.
Thus, we chose a set of metrics that would give us a strong indication of the evolution of CM’s brand image and brand awareness. If these metrics would be on the rise, so would the brand awareness be.
Secondly, we wouldn’t be BossData if we hadn’t identified and installed a series of secondary goals, which would give us a good indication of the performance of each channel.
📍 Find new ways to transform a qualitative KPI into quantitative data
📍 Define a set of quantitative metrics for brand awareness
📍 Define additional goals to manage campaigns based on data
Metrics we measured
📍 Direct Traffic: an increase in direct and organic traffic would implicate an increase in brand awareness.
📍 Customer Loyalty: a percentual increase in first time visitors in proportion to loyal visitors during and after the campaign would implicate an increase in brand awareness.
📍 Want to know the other metrics?: We have more metrics and information at your disposal. Let’s have a coffee together and we’ll tell everything about it.