For most, to know Patagonia is to love it. Measuring that brand love, however, is easier said than done. They came to us to develop an analytics reporting process that would turn feedback about the brand’s earned media and digital communications efforts into actionable strategic insights.
- Analytics
Our approach started with establishing KPIs based on Patagonia’s goals. We tracked and measured those KPIs across traditional (coverage volume, impressions, share of coverage) and social (engagement, reach, share of conversation) media respectively, analyzing the resulting web traffic and revenue.
Through our monthly analytics and insights reports, we were able to develop and deliver observations and recommendations based on data that informed Patagonia’s strategies around content, media, executive leadership and promotional concepts.
The analytics-driven style of thinking and resulting reports are Patagonia’s gold standard for assessing and impacting marketing success across the business. They have implemented the same measurement process for the company’s international markets.
