How to Use a Brand Tracking Platform [Guide]


Joy Corkery

We've created a product that reflects this that is accurate, accessible, and reliable. Our latest guide explains how to use a brand tracking platform for accelerated brand growth.

Never, ever get overwhelmed by Latana’s brand tracking platform. Our engineers have put hours and hours into making sure data is presented on an easy-to-use, intuitive scale. We also risked arthritis in our hands to ensure that a step-by-step guide is in place just in case you run into any problems (although you can also give us a shout if you have any questions). Without any further ado, we present a guide to the brand tracker of the future: Latana.

Please note that the data included has been created for the purpose of this article and does not reflect any brands mentioned.

Brand Insights

First thing’s first, log in.

When you log into our brand tracking platform, you will see this screen:

Latana Brand Analytics Platform Home Screen

This is the “Brand View” section of the platform and it is where you will go to see individual insights about your own brand and competitor brands. You know you are in the right place if the “Brand View” tab is a dazzling shade of yellow.

The first insights you will see are for your own brand and these focus on the four most important KPIs. You will see the percentage of your target audience which:

  • Expressed knowledge of your brand without being prompted (aided brand awareness)
  • Expressed knowledge of your brand by selecting your brand name from a list of competitors (unaided brand awareness)
  • Out of the people who know your brand, how many would consider buying from you (brand consideration)

Plus, you also see:

  • Which attributes your target audience associate with your brand

Here is what this information looks like:

Latana Brand Analytics Platform Brand View

Right underneath the KPIs is a line which, at first glance, looks pretty boring but is actually super cool. It’s a time toggle. It allows you to change the results for the four KPIs depending on the time frame and essentially track changes over time. How does it feel to have the power of time change in your hands?

Latana Brand Analytics Platform Time Toggle

Click on the time toggle to:

  • Compare quarterly data
  • See how much your KPIs have changed between the first and the last time points

When you are comparing time frames remember that the big white bubble shows the current results, while the smaller, more colourful section at the bottom of the bubble shows the growth difference between the earliest and the latest quarter within the time frame you have chosen. Like below.

Latana Brand Analytics Platform

One of the most important features of this section of the platform is the brand score.

Latana brand analytics brand score

The brand score is your immediate answer to how a brand is performing for any given audience. No need to drill down on per KPI level, as you can get a high level insight by analysing the brand score for yourself and your competition. 

How do we calculate it? Simple, it’s a weighted average of the Aided Brand Awareness (40%), Unaided Brand Awareness (30%) and Brand Consideration (30%).

There is one more cool feature you can work with at the top of the page (spoiler alert: it is the comparison view) but let’s first scroll down and unveil the audience list.

Audience List Cards

The section you see below is holds our audience list cards.

Latana Audience List Cards

Here, you can see insights for the four KPIs on a brand and audience level - plus the brand score. It is possible here to:

  • Use the filters in the top row to sort the entire list by KPI, ascending or descending
  • Use the “Brand” or “Audience” buttons to switch your focus from brand to audience

Pro-Tip: You can use the arrows on your keyboard to switch between the brand and audiences views (left / right) and then navigate each of those with top / down arrows

Attached to the audience list cards you will also find the audience builder. We call it an audience builder because, well, it’s an audience builder. Here, you can create your own audiences for which you see insights based on the four KPIs. To build your own audience, click the + a the top righthand side of the page.

Latana Brand Analytics platform audience builder button

You can choose different variables from the groups "age", "gender", "income level", "education level" and "location". There is also the chance to add a custom characteristic. This custom characteristic can be anything you want from people who travel a lot to people interested in books or Pinterest users. Here is a list of the custom characteristics we currently offer but you are not restricted; the options are endless.

When creating an audience, remember that, by default, all characteristics are automatically selected. You can fine-tune your audience by selecting single characteristics.

Don't forget to give your audience a name! Then click “Create Audience” and see the KPIs for your custom audience.

Latana Brand Analytics Audience Builder

The audiences you create are not set in stone. Just click “Edit” at the top righthand corner of each audience to make changes.

Comparison View

Let’s move onto the comparison view. Click the “Comparison View” tab at the top of the page to make it a bright yellow and to release even more brand insights.

In this view, the platform takes all the brands you have been tracking and compares them in a chart. You can hover over the line for each brand to focus in that brand's development.

Latana Brand Analytics comparison chart

You can select/deselect the brand you want to see from the brand list. We have added icons to make it easier to spot brands.

Latana Brand Analytics brand icons

And you can filter by aided brand awareness, unaided brand awareness and brand consideration by using the dropdown menu.

Latana Brand Analytics Platform KPI Filter

Like in the brand view, there is also a time toggle here. You can use the time toggle to see the growth or (hopefully not) decline across the timeframe chosen. Also, like before, the percentage in the white box shows the current results, while the blue box shows the difference between the first and last time points.

Below, the audience builder has the same layout as in the brand view.

Some other little things you should know.

If you are using Latana in more than one market, you can see data for each different market by using the dropdown menu at the very top of the page.

Latana Brand Analytics Market Filter

Also, it is possible to export data from the platform by clicking the arrow at the top of the page.

Latana Brand Analytics Download

If you click the "MRP" button at the top lefthand corner of the page, a pop-up explaining our advanced data science method will appear.

Latana brand analytics platform MRP button

Latana brand analytics platform MRP

Finally, you can update your personal details, e.g. your password, by clicking on the account button at the top of the page.

Latana Brand Analytics change password

What Can You Do With Your Brand Tracking Data?

Get brand data like never before

You will be able to measure and track the growth of your brand awareness. This is the case for both aided and unaided brand performance. Our accurate data will allow you to see the real-world impact of your marketing activities!

Get inside the mind of your audience

Gone are the days of second-guessing. You will be able to understand exactly what your target audience (or target audiences if you have them!) think of your brand. It is interesting to see if your brand communication lines up with what they actually feel.

Plus, you can also track 1000s of audiences, as general or as niche as you like. You can use the insights provided by Latana to understand how audiences respond to your brand, to change up your marketing strategy, or discover new target audiences to reach out to. We say be greedy. Use the insights for everything!

Take on competitors

Everything you can track for your own brand, you can track for your competitors too. Don’t worry, it’s all legal. You can use the insights into your competitors to learn from their mistakes, build on their success, and outperform them.

Build a better brand strategy

Ultimately, you can round up everything that you learn from our brand tracking data to build a better strategy. That is: dismiss campaigns that are not working; carry on successful campaigns; build campaigns better suited to your audience; find new audiences; take on competitors in a more informed way. Perfect!

If you are already a Latana subscriber, thank you! If you have any feedback or suggestions on our brand tracking platform, please send an email to or contact us via the Intercom log at the bottom righthand side of the screen. If you haven’t already signed up but feel Latana brand tracking would benefit your brand, contact us today.