Dynamic Tracking is a source of data on brands and will supply the necessary insight needed to build and adapt campaigns to improve brand performance and profitability.
It enables brands to track how consumer perceptions and awareness impact their goals and provides a clear indication of a brand's future financial success by linking survey responses to sales and finances.
Gordon Pincott, global development director at Millward Brown, said: "Marketers will be able to understand the relative effect of one particular piece of activity compared to another.
"By tracking a brand's total campaign, we will achieve a richer diagnosis. Marketers will have improved understanding of how the channel mix works, so they can adjust their plans to maximise ROI."
Dynamic Tracking follows on from Millward Brown's Demand & Activation research framework launched earlier this year, helping marketers to understand what influences affect their brands most.
Tim Wragg, head of UK client service at Millward Brown, said: "With increased competition and the need to show return on communications investment, monitoring brand health and the effectiveness of marketing spend is ever more complex. Ongoing measurement of brand performance, awareness, usage and perception has never been more critical."
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