"Thanks to brand tracking, we have clear data about our brand, the market, the competition and how we are perceived not only by our clients. This helps us to make the right decisions."
Have you ever tried talking to your friends about investing? Most of them probably wouldn't know anything about it.
Recent statistics show that just 21% of people own stocks, mutual funds, or commodities. Conversely, over two-thirds take a cautious approach to investing. It should come as no surprise because the world of investments can appear intimidating at first.
The first Czech online investment platform, Portu, decided to help alleviate these worries in 2018.
Portu wants to "create a better place for money", and according to data, this seems to be working. With more than 270,000 users actively investing, the platform currently manages 30 billion Czech crowns.
A portion of Portu's growth can be attributed to its ability to continuously monitor market trends and determine whether they are satisfying client demands.
They have selected Behavio's brand tracking tool, which offers insightful data and measures brand efficacy.
The Portu team regularly collects data on all aspects of their brand through brand tracking, including the associations customers have most frequently with the Portu brand, their feelings towards it, and whether or not they are recalling the service more frequently about investments than they were in the past.
Crucially, they are also able to recognize and methodically address customer obstacles in their communications, such as worries about the intricacy of investing.
This tool is an invaluable resource for evaluating campaigns aimed at increasing brand awareness among customers. Furthermore, it offers insights not only into their own brand but also into competitors and the overall market.
