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A guide to collecting Survey Data from Brand Metrics

Brand Metrics is a SaaS platform that enables the automated measurement of brand lift delivered by digital ad campaigns at true scale. The approach firstly tracks exposure frequency and time-in-view of the creative and then retargets a single question survey to a sub-set of those exposed. Based on their answer to the question and their level of exposure to the message, Brand Metrics’ regression-based algorithm calculates brand lift and delivers the brand lift results for four key metrics - awareness, consideration, preference and action intent - benchmarked against thousands of other campaigns measured the same way.

Setting up the custom events in Permutive

The event will have the following data points:

Note: BrandMetricsSurveyResponse events will also contain default properties such as the page URL and page title.

Setting up the JavaScript collector to forward answers to Permutive

Please add the following code to your website.

window._brandmetrics = window._brandmetrics || [];
window._brandmetrics.push({
  cmd: '_addeventlistener', val: {
    event: 'surveyanswered',
    handler: function(ev) {
      try {
        if (window.permutive && window.permutive.track) {
          ev.answers.split(';').forEach(function(questionAnswers) {
            questionAnswers = questionAnswers.split('-');
            var question = null;
            var answers = null;
            if (questionAnswers[0]) {
              question = questionAnswers[0];
            }
            if (questionAnswers[1]) {
              answers = questionAnswers[1].split(',');
            }
            window.permutive.track('BrandMetricsSurveyResponse', {
              mid: ev.mid,
              question: question,
              answers: answers,
            });
          });
        }
      } catch (e) {
        console.error('Error sending Brand Metrics data to Permutive', e);
      }
    },
  },
});

Building survey-based cohorts

Once set up, the BrandMetricsSurveyResponse event will appear in the event drop-down list in your cohort builder.

A common way to use this data is to build a cohort of users who have answered a question in a certain way:

If you have any questions, please contact Technical Services by emailing technical-services@permutive.com.