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Case studies

Setting KPIs and targets for Betfair’s brand health

MTM combined its brand tracking experience with commercial strategy consultancy, to set targets for Betfair’s brand health that reflected business priorities.


Betfair wanted to focus on the metrics that mattered from the brand tracking data, and give their operational teams some specific objectives and targets for brand health that reflected their strategic objectives.


MTM analysed transactional data, brand health data and competitor performance to set brand KPIs and target thresholds for Betfair. We worked collaboratively with the team to ensure that we understood the full context for different business units and used a range of inputs to set brand health targets that reflected their priorities.


Our work has been integrated into Betfair’s “always-on” monitoring and has helped increase the amount of value that Betfair is able to derive from their extensive research efforts.

“MTM are always supportive and go beyond our research questions to focus on the business need. The team helped us to sift through all our data and the target setting work means we can use insights more meaningfully within our other teams. For this project, we had lots of involvement from stakeholders, and MTM handled that part of the process brilliantly.”

Megan Wardley

Insight Lead, Paddy Power Betfair