BlueOcean Track provides all-new default calculation frameworks to track brand health over time. These frameworks utilize BlueOcean data to score your competitive performance across your marketing strategy, with an indexed measurement of your brand health called the BlueScore. In Track, your BlueScore is a number between 0 and 100 (100 being the highest).
Your new BlueScore can be calculated using two frameworks:
1) BlueOcean framework: This is best for more established brands and marketing organizations, already producing digital content and seeing engagement from their audiences. It leverages several factors for scoring:
BlueOcean computes a proprietary weighted average of the following factors by brand, then compares a brand’s total score with the scores of other brands in the cohort:
- Awareness: The Awareness factor is a composite metric that assesses whether or not a brand’s target audiences know the brand and associate it with its defining attributes.
- Distinctiveness: The Distinctiveness factor is a composite metric that assesses whether a brand’s defining attributes are key differentiators from competitors and substitutes.
- Consistency: The Consistency factor is a composite metric that assesses whether every interaction with a brand reinforces its defining attributes.
- Impact: The Impact factor is a composite metric that assesses whether or not audiences are engaged with the brand’s content and interact with the brand’s business.
- Trust: The Trust factor is a composite metric that assesses whether a brand’s defining attributes emotionally touch its target audience.
2) BlueOcean Basic framework: This framework is best for brands that don’t start off with a lot of digital content. It includes a set of key power metrics from the list above without being dependent on content that some brands don’t have – like audience reviews.
This framework uses a subset of adjusted factors: Awareness, Impact, and Trust.
If you were a Brand Navigator user, you will notice some differences in how your scores compare. Learn more about what differences to expect in your scores.
