Challenge
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.
Approach
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.
Outcome
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.
