Tracking Success: Unveiling the Power of Brand Trackers with Scott's
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Explore how Scott's and Suzy harness brand tracking and insights to drive consumer-focused, agile strategies—balancing data rigor, innovation, and authenticity.
"Understanding consumer behavior isn’t just about data; it’s about the context, motivations, and the stories they tell us."
– Lena Belkor, Director of Insights and Analytics at Scott's
In a dynamic and ever-evolving marketplace, understanding consumer behavior, brand health, and marketing performance is no longer a luxury—it's a necessity. Suzy’s recent webinar in partnership with CMA/SIMA, Tracking Success: Unveiling the Power of Brand Trackers, brought together industry leaders to share their expertise on how brand tracking can be a game-changer. Here's a closer look at the insights shared during this fascinating discussion between Katie Gross, President of Suzy, and Lena Belkor, Director of Insights and Analytics at Scott's.
The Role of Brand Trackers in Strategic Growth
At the heart of the conversation with Scott's, a leader in lawn care, we talked about how leveraging brand tracking drives their business forward. Katie and Lena highlighted the importance of consistent and data-driven insights in understanding evolving consumer preferences, seasonal variability, and regional differences.
Lena emphasized the need for rigor and consistency in tracking, stating:
"Brand tracking and health tracking take time to shift. You need historical data and consistent methodologies to observe patterns and changes."
This foundational approach helps brands like Scott's identify opportunities, refine strategies, and maintain consumer trust.
Insights-Driven Strategies at Scott's
Lena’s career journey—from studying applied mathematics at MIT to her role at Scott's—underscores her expertise in combining computational analysis with human behavior insights. Her team’s work at Scott's illustrates how brand tracking goes beyond just measuring KPIs to becoming a strategic tool for decision-making.
During the session, she shared how Scott's transitioned from inconsistent tracking practices to a centralized, insights-driven approach under her leadership. By bringing brand health tracking back under her team's purview, they could implement consistent methodologies, ensuring reliable data to inform company-wide strategies.
Leveraging Behavioral and Brand Insights
One standout theme was the differentiation between lawn care as a chore versus gardening as a hobby. Lena explained how Scott's data shows that consumer motivations vary significantly:
Lawn care is often extrinsically motivated, driven by external factors like maintaining neighborhood appearances.
Gardening, on the other hand, is intrinsically motivated—a joyful and therapeutic activity for many.
This insight allows Scott's to tailor their brand strategies. For instance, with Miracle-Gro's high brand awareness, the focus shifts to innovation and engaging future consumers, rather than trying to bolster already strong awareness levels.
The Evolution of Tracking Practices
Katie and Lena highlighted how Scott's integrates brand tracking into its broader marketing and business strategies. Key takeaways included:
Consistency is Key:
Tracking brand health metrics consistently over time builds trust and provides a solid foundation for strategic decision-making.Customization for Campaign Goals:
Tailoring tracking questions to align with campaign objectives—such as building trust in drought-prone regions—ensures relevance and actionable insights.Organizational Alignment:
Making brand health data accessible and relevant to internal teams, including R&D and marketing, fosters a culture of data-driven decision-making.Leveraging Consumer Stories:
Firsthand feedback from internal field teams, combined with consumer insights, offers a holistic view of consumer behavior and preferences.
Advice for Brands Starting with Trackers
For organizations new to brand tracking, Lena’s advice was clear:
Start small and focus on specific, actionable goals.
Ensure internal alignment on how tracking data will be used to drive change.
Partner with experts to build consistent and reliable methodologies.
The session concluded with a powerful reminder: brand tracking isn’t just about measuring shifts; it’s about building organizational awareness, fostering alignment, and driving meaningful change.
As Katie summed up, “It’s not just about what’s shifted—it’s about ensuring consistency and repetition to reinforce a brand’s story within the organization.”
For brands looking to deepen their consumer connections and future-proof their strategies, the lessons from Scott's approach to brand tracking offer a compelling roadmap.
If you’re considering implementing brand trackers or refining your current strategy, this webinar is a must-watch.
