Brand Recognition

Index

Scenario

DataGuard Solutions, founded in 2005, is an American company that specializes in developing data management software, primarily for banks and other entities handling sensitive customer data. Renowned for its technological innovation and robust security features, DataGuard has established itself as a trusted partner for financial institutions and hospitals across the U.S. As part of its annual strategic planning, DataGuard is gearing up to outline its marketing and communication activities for the upcoming year. To inform its strategy, the company aims to assess the current brand awareness among its existing customers and potential prospects in the American market.

For this purpose, DataGuard has chosen to utilize the Brand Recognition function offered by VisionSphere, which will enable the monitoring of both existing and prospective companies. This approach will gather valuable information and insights, aiding in making well-informed decisions in the areas of commerce and communication based on actual data from customers and prospects.

Goals

DataGuard decided to use VisionSphere’s Brand Recognition feature to achieve the following objectives:

Measure the level of brand awareness among its customers and prospects in the United States
Find out what types of searches are performed with your brand name
Gain valuable insights to adapt and improve your marketing and sales strategies for the year ahead

Let’s see in detail how the company decided to structure its strategy to achieve the set objectives.

Strategy

DataGuard is well-acquainted with its customer base in the United States, comprising 128 companies in the financial and healthcare sectors (82 financial companies and 46 healthcare companies). Despite this, the company recognizes that it has potential for greater outreach, identifying 14 additional prospects (six in finance and eight in healthcare) in the area. Utilizing its database, DataGuard plans to launch two targeted campaigns on VisionSphere using the Brand Recognition feature. This strategy aims to more precisely capture the searches of both existing customers and prospects by categorizing campaigns based on their search interests.

In fact, DataGuard’s FinanceGuard product is particularly attractive to companies in the financial sector, primarily due to its emphasis on protecting customer data within the financial industry. Similarly, the healthcare sector shows a keen interest in the HealthGuard product, which focuses on data protection and processing for healthcare customers. Building on this targeted appeal, DataGuard has strategically structured its marketing campaigns as follows.

Campaign creation

The campaign creation process at DataGuard was straightforward and intuitive. The company named its two campaigns ‘Finance’ and ‘Healthcare.’ For each campaign, it entered various details to contextualize its business, such as the target country and languages, a business description, main strengths, distinctive features relative to competitors, and the brand name along with its variants.

To distinguish between the two campaigns, DataGuard included the name of its ‘FinanceGuard’ product and its main variants and services in the ‘Finance’ campaign. Conversely, for the ‘Healthcare’ campaign, it used the ‘HealthGuard’ product name, its main variations, and the names of related services.

After entering the required information, VisionSphere began generating content tailored to target company searches on search engines. With the content prepared, DataGuard’s next step was to specify which companies it wanted to monitor. The company uploaded a list of known customers and prospects into the ‘Finance’ campaign and activated VisionSphere’s Similarity function. This tool analyzes the submitted companies, identifying key attributes like turnover patterns, industry sector, and size, to find and list similar companies that meet the same criteria.

Thanks to the ‘Similarity’ feature, DataGuard identified 227 new companies for its Finance campaign. The company applied the same process to the Healthcare campaign, discovering an additional 196 healthcare companies previously unknown to them. Once the relevant companies were selected and the content produced by VisionSphere was approved, the campaigns were ready to be launched.

Monitoring

Once activated, the campaigns immediately began to show results the following day. VisionSphere started intercepting all searches containing the DataGuard brand name and its registered products conducted by the approved companies. When accessing the campaign data, DataGuard could see not only the name of the searching company but also which specific plant or branch initiated the search. Additionally, the platform provided insights into when, how often, and what exactly was searched for.

Staying true to its strategic approach, DataGuard has decided to focus solely on monitoring these interactions for the next three months. This period of observation will allow the company to gather as much uncontaminated data as possible about the identified companies before proceeding with any marketing or commercial initiatives. This careful approach ensures that any subsequent decisions are based on robust and unaltered data.

Results

After a three-month data collection period, DataGuard decided to analyze the insights gathered by VisionSphere to devise appropriate commercial, communication, and marketing strategies at both national and company-specific levels.

We will now examine the most significant data from the two campaigns—divided first by company to understand how VisionSphere captures data from intercepted searches, and second by search queries to provide a comprehensive view of the most frequent searches among all monitored companies.

To facilitate an easier understanding, we have prepared demonstration tables (tables 1 and 2) showcasing selected data from the Healthcare and Finance campaigns. These tables illustrate the depth and nature of the information collected by VisionSphere over the recent months.

Table 1

Healthcare

Company	Search query	Search frequency	Establishments from which the research was carried out
Client A	HealthGuard customization dashboard	Low	Headquarter, Plant 2
	HealthGuard	High
	HealthGuard access management issues	Low
Client B	HealthGuard access management issues	Low	Headquarter, Plant 1
	HealthGuard	High
	HealthGuard customization dashboard	Average
Prospect C	HealthGuard vs HelthcareDataSecurity	High	Plant 1, Plant 2
	DataGuard data security reviews	Average
	HealthGuard ROI evaluation	Average
	HealthGuard	High
Prospect D	HealthGuard vs HelthcareDataSecurity	High	Headquarter, Plant 1, Plant 2
	HealthGuard implementation costs	Average
	HealthGuard	Average
Prospect E
	HealthGuard vs HelthcareDataSecurity	High	Headquarter
	DataGuard data security reviews	Average	Headquarter

Table 2

Finance

Company	Search query	Search frequency	Establishments from which the research was carried out
Client F	FinanceGuard API integration	Average	Headquarter, Plant 3
	FinanceGuard advanced implementation	Low
	FinanceGuard	Average
Client G	FinanceGuard	Average	Headquarter, Plant 1
Prospect H	FinanceGuard	High	Headquarter, Plant 1, Plant 2
	FinanceGuard costs	High
	DataGuard Solutions product comparison XZSecurity	Average
	DataGuard data protection tools	Low
Prospect I	DataGuard Solutions product comparison XZSecurity	Average	Headquarter
	FinanceGuard ERP integration	Average
	FinanceGuard	Average
Prospect L
	FinanceGuard ERP integration	Average	Headquarter
	FinanceGuard costs	High	Headquarter

VisionSphere comprehensively captures all searches conducted by monitored companies, attributing them to the specific companies and even pinpointing which of their facilities conducted the searches. This granular level of detail enhances DataGuard’s understanding of the context and needs of both existing customers and potential targets.

Next, we’ll explore how DataGuard has reprocessed this data. By grouping the data by search queries, the company aims to discern patterns and identify how many companies have expressed similar needs. This approach provides a panoramic view of the data, helping to refine future strategies based on shared interests among the monitored companies.

Tabella 3

Campaign	Search query	Number of companies from which the search was carried out
FinanceGuard	FinanceGuard	52
FinanceGuard	DataGuard cybersecurity solutions	50
FinanceGuard	FinanceGuard costs	39
FinanceGuard	FinanceGuard API integration	28
FinanceGuard	DataGuard Solutions product comparison XZSecurity	19
FinanceGuard	FinanceGuard ERP integration	19
FinanceGuard	DataGuard data protection tools	12
FinanceGuard	FinanceGuard advanced implementation	4
HealthGuard	HealthGuard	38
HealthGuard	HealthGuard implementation costs	25
HealthGuard	HealthGuard vs HelthcareDataSecurity	21
HealthGuard	DataGuard data security reviews	20
HealthGuard	HealthGuard ROI evaluation	13
HealthGuard	HealthGuard customization dashboard	22
HealthGuard	HealthGuard access management issues	12

Thanks to the precise and timely data collection and labeling by VisionSphere, DataGuard now possesses a detailed overview of the most popular searches among the monitored companies. This data clearly illustrates the needs of its customers and the primary questions that prospects frequently search online related to the DataGuard brand and its products.

Building on this foundation, DataGuard has decided to leverage these insights to refine its future commercial and marketing strategies. Below, we will explore some examples of how the company plans to implement these insights into its upcoming initiatives.

Strategy implementation

DataGuard Solutions has initiated a series of targeted initiatives derived from insights gained through the Brand Recognition function of VisionSphere. These initiatives are crafted to address the specific needs of prospects and enhance the experience of existing customers.

Below, we outline how the company has tackled the challenges revealed by the data analysis and crafted solutions specifically tailored to the expressed needs of both their client companies and prospective targets.

Strategies for client companies

1 - Proactive support for login issues

Search query: HealthGuard access management issues

Companies that carried out this search: 12

After detecting a significant volume of online searches by client companies, DataGuard conducted a thorough analysis of its HealthGuard software. The company identified a critical issue: users were unable to access the platform when multiple sessions were open simultaneously. To address this, DataGuard not only released updates to fix the problem but also implemented a chatbot to provide immediate support for any future access issues. This proactive approach not only anticipates the needs of customers before they reach out for assistance but also significantly reduces the resolution time, enhancing user satisfaction.

2 - Customizing the HealthGuard dashboard

Search query: HealthGuard customization dashboard

Companies that carried out this search: 22

To address the increasing demand for customization options within the HealthGuard software dashboard, DataGuard has produced a series of detailed video tutorials, hosted exclusively on YouTube. These tutorials provide step-by-step guidance on customizing the dashboard to suit users’ daily needs, accessible only to HealthGuard customers. To further promote this new resource, DataGuard has also launched a targeted email campaign, sending personalized messages to contacts at interested companies, encouraging them to visit and explore the company’s YouTube channel.

Strategies for the prospect companies

1 - Plan comparison for DataGuard products

Search query: HealthGuard vs HelthcareDataSecurity, DataGuard Solutions product comparison XZSecurity

Companies that carried out these searches: 40

To engage companies that have conducted comparative research with competing software, DataGuard has developed dedicated web pages featuring detailed comparison tables. These resources clearly highlight the unique advantages of HealthGuard and FinanceGuard compared to their competitors. Additionally, to further capture the interest of these prospects, DataGuard has organized a webinar. This event was promoted on LinkedIn, targeting specifically those companies that have shown interest in this topic, as indicated by their online searches during the monitoring period.

2 - Easy integration with API and ERP

Search query: FinanceGuard API integration, FinanceGuard ERP integration

Companies that carried out these searches: 47

DataGuard has observed significant interest among prospective companies in integrating FinanceGuard solutions with APIs and ERP systems, indicating a desire to understand the ease of implementation before proceeding with product evaluations. To meet this demand, DataGuard has developed a series of whitepapers and detailed technical guides that meticulously explain the integration process step-by-step. Furthermore, the company has organized a series of technical webinars and live demonstrations specifically designed to showcase the simplicity and effectiveness of integrating with APIs and ERP systems. These sessions provide a platform for interested parties to engage directly with experts and pose questions in real time. To ensure these resources reach the intended audience, the webinars have been actively promoted on LinkedIn, targeted exclusively at companies that have shown interest in this topic through their online research activities.

By utilizing the Brand Recognition feature of VisionSphere, DataGuard Solutions has obtained a comprehensive understanding of its brand awareness among existing customers, known in-market prospects, and new U.S. prospects identified by the system. The company now has precise insights into which companies are aware of its brand and products, including the frequency and types of searches conducted by these entities.

This continuous stream of data from VisionSphere’s Brand Recognition campaigns has empowered DataGuard to make informed strategic decisions. These insights are crucial not only for enhancing the brand’s market positioning but also for optimizing personalized interactions with each monitored prospect company and customer. As a result, DataGuard is better equipped to tailor its marketing and engagement strategies to meet the specific needs and interests of its audience, thereby strengthening its competitive edge.

Key benefits and results

DataGuard has effectively leveraged data from VisionSphere’s Brand Recognition feature to implement customized strategies that meet the specific needs of both prospects and existing customers. These targeted initiatives have not only addressed individual needs and enhanced customer experiences but have also yielded significant outcomes. The strategic use of this data has enabled DataGuard to achieve impressive results in terms of customer engagement, satisfaction, and business growth.

Let’s explore the detailed impact and key metrics that highlight these achievements:

Increased Brand Visibility: DataGuard’s meticulous approach to identifying interested companies and understanding their specific needs has significantly boosted its brand visibility within the financial and healthcare sectors. This success is largely attributable to the dual functionality of VisionSphere, which not only monitors target companies but also delivers adapted and relevant content tailored to DataGuard’s offerings. For each search performed by monitored companies, VisionSphere strategically presents personalized advertising content that aligns closely with their interests.

Attracting New Customers: DataGuard’s targeted marketing strategies have successfully captured the attention of new prospects, leading to an increase in the number of potential customers interested in both HealthGuard and FinanceGuard products. This surge in interest has not only expanded DataGuard’s customer base but has also contributed to the diversification of its revenue streams.

Retention of existing customers: DataGuard’s proactive measures, such as implementing automatic chatbot support and offering personalized video tutorials, have significantly enhanced the user experience for existing customers. These initiatives have not only addressed immediate customer needs efficiently but have also strengthened the relationship between DataGuard and its clients.

Conclusions

DataGuard’s strategic utilization of VisionSphere’s Brand Recognition feature has successfully enhanced brand understanding and awareness within its target markets. The ability to collect and meticulously analyze detailed data has equipped DataGuard with invaluable insights, allowing the company to refine its marketing and sales strategies effectively. This has fortified DataGuard’s competitive edge in the data management industry.

Looking forward, DataGuard is committed to maintaining its campaigns actively and continuously leveraging the insights gained to further iterate and optimize its strategies and products. This ongoing adaptation and innovation will ensure that DataGuard remains a leader in providing cutting-edge and secure solutions to its customers in an ever-evolving and increasingly competitive marketplace.

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