These topics are what is typical. What is always individual - set of the topics, and their purpose.

Brand KPIs

Usage and attitudes (post-launch performance)

  • Sources of business: core vs. non-core – clients, indications, lines
  • Success funnel segmentation: from unaware to «1st choice»
  • Brand momentum: loyal and new clients (initiations, switches, abandons)
  • Decision-making points

Attitudes and usage (positioning tracking)

  • Brand features’ perception and factors of choice
  • Switches reasons
  • Key messages recall


  • Promotion recall: channels and ways


  • Any KPI tracker is a mix of historical measures and urgent tactical questions. We do expect it to be flexible.

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