My Telescope

🚀 Exciting News: Launching the MyTelescope Brand Performance Indicator (MBPI) Framework! 🚀 For those of you who understand that Brand Performance is the leading indicator for company growth, we have something groundbreaking to share. We’re thrilled to introduce the MyTelescope Brand Performance Indicator (MBPI) Framework—a powerful tool designed to help you harness the full potential of your brand as a key driver of business success. 🔍 Why MBPI? The MBPI Framework offers clear, actionable insights into how your brand is performing as a critical business and financial asset. Whether you’re focused on market leadership, customer loyalty, or profitability, MBPI is your strategic compass. 💡 For CEOs: MBPI provides a forward-looking view that’s essential for making informed decisions on growth and innovation. 💼 For CFOs: MBPI links brand performance directly to financial outcomes like revenue growth and shareholder value, making it a vital component of financial planning and risk management. This isn’t just a metric—it’s a comprehensive model that places brand performance at the heart of your business strategy. Madeleine Johansson Palmberg, Eric Francia, Anne Årneby

𝐖𝐡𝐲 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬 𝐒𝐭𝐫𝐮𝐠𝐠𝐥𝐞 𝐭𝐨 𝐓𝐫𝐮𝐬𝐭 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐞𝐬𝐮𝐥𝐭𝐬, 𝐀𝐜𝐜𝐨𝐫𝐝𝐢𝐧𝐠 𝐭𝐨 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 Despite advanced tools, businesses often face skepticism about marketing's impact. Here are 7 key reasons: - 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬: Hard to pinpoint which marketing efforts directly drive sales. - 𝐏𝐞𝐫𝐜𝐞𝐩𝐭𝐢𝐨𝐧 𝐚𝐬 "𝐒𝐨𝐟𝐭": Marketing's intangible outcomes make it harder to measure. - 𝐈𝐧𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐌𝐞𝐭𝐫𝐢𝐜𝐬: Varying or unclear metrics lead to confusion. - 𝐌𝐢𝐬𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 𝐰𝐢𝐭𝐡 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐆𝐨𝐚𝐥𝐬: Marketing may focus on metrics not directly tied to business KPIs. - 𝐃𝐚𝐭𝐚 𝐂𝐨𝐦𝐩𝐥𝐞𝐱𝐢𝐭𝐲: Complex data tools can create mistrust when results aren't clearly explained. - 𝐂𝐨𝐬𝐭 𝐯𝐬. 𝐕𝐚𝐥𝐮𝐞 𝐅𝐨𝐜𝐮𝐬: Short-term cost pressures make it harder to prove marketing’s long-term value. - 𝐎𝐯𝐞𝐫𝐫𝐞𝐥𝐢𝐚𝐧𝐜𝐞 𝐨𝐧 𝐓𝐨𝐨𝐥𝐬: Focusing on tools without context or narrative weakens trust. 🤩𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐟𝐫𝐨𝐦 𝐜𝐡𝐚𝐭 𝐆𝐏𝐓: So to solve: Better attribution, clear alignment with business goals, and transparent communication can help rebuild confidence. If we agree that mental availability is one of the keys to driving revenue, we can identify metrics that are easy to implement and truly reflect consumer choices. Mark Ritson, Les Binet, Dr Grace Kite, Jesper A., Mats Georgson, Ph.D., Mats Rönne, Anne Årneby, Steve Farella, Aurore Belfrage

One of the most powerful tools of the year comes from the remarkable work of magic numbers, led by Dr Grace Kite. I was inspired by their research and wrote an article drawing on their insights and methodologies. Joe Lagani , Hanna Wennberg , Steve Farella

🚀 Search Data: A Powerful Window into Human Behavior & Market Movements!🔍 We often underestimate the richness of search data and its ability to not only reflect market demand but also predict future trends and revenue. At MyTelescope, we’ve seen firsthand how search terms, especially those with strong correlations, act as leading indicators for business success. When keywords like "Palantir Foundry login" or "Palantir API" spike in searches, it’s not just a curiosity—it’s a clear sign of market activity and future revenue opportunities. By focusing on understanding these high-impact keywords, companies can adjust their strategies in real-time Even more exciting? The Alan Turing Institute has agreed that this method offers a unique way to understand and predict human behavior! Imagine the potential: from search terms to actionable insights that anticipate market shifts and consumer demand. 🔮 As the lines between digital footprints and human behavior blur, the potential for predictive analytics using search data is truly mind-blowing. This is just the beginning... 💡 #AI #PredictiveAnalytics #SearchData #MarketTrends #HumanBehavior #MyTelescope

Imagine having a clear marketing metric that directly correlates with revenue—one the CFO and C-suite could use to track the impact of their investments! Check out my article on this topic at MediaVillage.

If you work in marketing and recognize that search is a key indicator of marketing effectiveness, you probably understand that while Google Trends is useful, it’s not always optimal and can be quite time-consuming. That's where this ultimate how-to guide comes in! Jesper A., Andrew Tindall, Les Binet, Björn Ivarsson, Ebba Tärbe, Ian Mc Grath

𝐈𝐬 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐦𝐚𝐤𝐢𝐧𝐠 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬 𝐰𝐢𝐭𝐡 𝐚 𝐟𝐢𝐧𝐠𝐞𝐫 𝐢𝐧 𝐭𝐡𝐞 𝐚𝐢𝐫? As budget season rolls around again, C-suite management gathers with reporting teams to assess how to meet the coming year’s goals. If you're in operations, you're likely examining KPIs such as -efficiency, production capacity, and other metrics. In sales, the focus is on hitting targets. All of this is typically grounded in historical data, often supplemented with expert forecasts. When it comes to marketing, the best teams go beyond revenue outlooks and market share growth; they dive into effectiveness, pricing power, and more. However, based on recent discussions on LinkedIn, it seems that many conversations are still taking place with a “finger in the air” approach, relying on investment metrics like share of voice and ad spend reach (not saying they are not needed). The challenge is often not a lack of will but a lack of resources—without dedicated analytical teams, many organizations struggle to access accurate data. And perhaps the biggest issue of all is the absence of a solid data foundation for measuring effectiveness and obtaining proper market outlooks. This is where MyTelescope steps in. By partnering with companies like Vattenfall, MAP Active Pte. Ltd., Singapore, and Ocean Outdoor Nordics, and through services such as Ocean Analytics, MyTelescope is helping businesses and their media agency partners enhance their strategies. The goal is to set more accurate budgets and provide early warning signals for business outcomes. Ultimately, while data alone doesn’t drive a business, access to demand data removes the "50% blindness" from investment decisions, making it mission critical. So if you have any questions on MyTelescope index reach out to your media agencies and partners.

Could Nike have foreseen their sales decline before it was too late? By the end of 2021, early signs were already indicating that something was amiss. This highlights the crucial role of data as an early indicator for potential issues.