Onboarding Guide
Welcome to Latana! We're excited to get you started. If you've just joined Latana, we would have sent you a welcome email requesting an onboarding call with your dedicated Customer Success Manager and the Project Manager overseeing the delivery of your upcoming waves. Make sure you've scheduled a call with us via the welcome email. If you're new to brand tracking or just want to acheive a quick and seamless setup process, read below:
What are the onboarding steps?
During your onboarding call, we'll discuss your business needs for tracking and ensure we have all the information we need to setup a meaningful survey for you. As you can see from the above checklist, there are a few steps we need to tick-off during the onboading before launch. While we'll run through these items on the call, we recommend starting to think about the following:
1. Define your Category
Your category should be how you define the product or service your brand and competitors operate in. For example, N26 and Revolut share the same category of "challenger banks". Why is this relevant? For 90% of brands, we'll measure Unaided Brand Awareness, an open-text question asking the following:
When you think of CATEGORY NAME, which brands come to mind?
2. Identify your Custom KPIs
If you don't know these already, think about what are the key metrics for your brand or category you wish to track over time. Most likely your standard setup will include Brand Awareness, Consideration, Preference, Knowledge, Usage, Brand Associations and maybe some others. Interested in our standard KPI library? Check out our article here.
Note: KPIs can't be used as segmentation questions (i.e. you can not filter the data using a KPI)
3. Identify your Custom Segmentations
We already provide standard custom segmentations, such as gender, age, urban/rural, education and income. Segmentations are not KPIs, but rather your audience building blocks that allow you to create key audiences and splice and dice the data to anaylse performance of various groups. When deciding on the right Custom Segmentations, think about what attributes make up your target audience or are relevant for your brand or category. For more info, check our our help article here.
4. Identify your Brand Associations
Brand Associations are the imagery you want to measure. These should be 1-2 words that capture the essence of what you're trying to convey with your brand. They can be positive, neutral or even negative in tone, depending on what you'd like to track. Some examples could be "Innovative", "Trustworthy", "Efficient", "Approachable" and so on.
Here, think about what kind of imagery you use or intend to use in your marketing campaigns. If you don't have any associations identified in your branding, consider the attributes your current customers (especially those that love your product) best associate with your brand. You'll then be able to track which of these are resonating with your audiences over time.
5. Identify your competitor brands and logos
Before launching the survey, we'll ask for names in your competitor list and their respective logos. Feel free to send these through to us before the onboarding. Otherwise, we'll create a doc for you to submit these after our call.
That's it! If you have an idea of these items, you're almost ready to go. During the onboarding, we'll discuss these items with you and then circle back with your researcher if need be. After the call, we'll send you out a doc for you to input these items so we're ready for launch.
That's it! Make sure you keep an eye on your calendar for your upcoming call with your Customer Success Team. We're looking forward to it and will be able to answer any questions you have then :)