When Brand Tracking Actually Changes Decisions

Dashboards update in real time, but most brand insights still never change a single decision. Alexander Shmelkov, Digital Product Leader for Brand Pulse at Inter IKEA Systems, rebuilt a 20-year-old brand tracker from the ground up and knows exactly where that gap lives inside a real organization. He walks through aligning 64 markets around one shared definition of what the brand is for, replacing bloated legacy metrics with category entry points tied to actual growth drivers, and building change management muscle so country teams trust a new number instead of defending the old one. The result is a model for turning tracking data into something marketing and insights teams can act on together, not just report on separately.

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