Brand tracking that paid for itself - The Open University

In 2022, The Open University launched a multi-channel student recruitment campaign which included a new TV ad, monitored through their Brand Tracker. 

Results showed that while brand attribution was good, levels could be improved. By mid-2023, enhancements were made, leading to a considerable improvement in correct attribution. 

Modelling estimates that replicating this success via additional TV investment would have cost as much as it costs to run the tracker all year. We will outline this case study, which started in 2019 and is as much about getting the basics right as it is about the specific action, so that tough feedback is received positively.

Presented by Mike Paice, Senior Insight Manager, The Open University and Laura Anderson, Account Director, The Nursery Research and Planning. 

Mike has over 25 years Insight experience working client side. He has tended to focus on brand and customer experience research in sectors like Financial Services, Retail and more recently Higher Education. Mike has worked at The Open University since 2017.

Laura has been working in market research for over 15 years, starting her career at various agencies which don't exist anymore (TNS, Future Thinking, Populus). She joined The Nursery in 2017 and has run brand trackers across many sectors, from sandwiches and gyms to educational providers and financial institutions.

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