How YouGov helps E.ON Nordics track its brand and target with precision
Business challenge
To understand their audience and marketing impact.
Solution
Combined solution of YouGov Profiles and YouGov BrandIndex.
Business outcomes
Clear audience definition, and continuous campaign and brand perception tracking.
Business challenge
E.ON Nordics delivers electricity, heating and smart energy solutions to approximately 1 million private and corporate customers in Sweden.
E.ON Nordics needed to establish their current level of awareness and quality of brand perception amongst the general public, as well as with various key target groups.
E.ON Nordics also needed to ensure that their marketing communications were effectively resonating with these audiences.
Solution
E.ON Nordics engaged YouGov Profiles to work alongside their existing YouGov BrandIndex subscription. These two powerful data intelligence tools draw upon authentic insights from YouGov’s panel members, working together to build a holistic portrait of consumers, target them with precision, and then closely monitor how they respond to brand communications and campaigns.
With YouGov Profiles providing detailed data on audience demographics, media consumption, brand usage and current brand perception, YouGov BrandIndex could then be used post-campaign to track brand awareness and the direct impact of marketing activity; ultimately giving E.ON Nordics a complete picture of everything their audience were saying, thinking, doing, and feeling about their brand.
Finally, E.ON Nordics carried out custom research, allowing them a deeper level of pre and post campaign evaluation. When they connected this data to YouGov Profiles, E.ON Nordics were able to discover additional insights on current topics, strengthening their future campaign strategy.
Business outcomes
E.ON Nordics were able to significantly develop and refine their marketing strategy to ensure they were efficiently reaching their key target groups. E.ON Nordics can now objectively benchmark the efficacy of their campaigns against YouGov BrandIndex’s KPIs (e.g. brand awareness, ad awareness, attention, WOM, consideration, impression, recommendation).
Alongside this, E.ON Nordics can now continuously monitor their brand health over time – as well as that of their competitors – allowing them to react quickly and effectively to any relevant changes in audience perception.
Client testimonial
"YouGov has been our trusted data and insights partner for over 10 years. Their connected data solutions are very intuitive and user friendly and have become essential tools for us when working on our market strategy, planning and evaluation.”
- Ola Sandberg, Brand Strategy & Market Insight Manager, E.ON Nordics Sweden