Sena tracks awareness, consideration, and preference in every market. Every point opens to the signal behind it.
Brand tracking is a measurement program that a marketing team runs, and its shape has held for decades.
A tracker reports on a fixed cycle. The signals cover a window that closed before the document arrived, so the team reviews a position it already left.
A tracker reports what people recall and consider. Whether any of that reached a purchase sits in a different system, owned by a different team.
Twelve markets reported as one region produce a single line. The country where preference fell reads the same as the eleven that held.
Sena is a decision AI with access to real-world data. It tracks awareness, consideration, and preference from what real consumers in each market say and buy. It refreshes the reading when needed and traces every point back to the signal behind it.
The consumer network captures on request. A brand health reading reflects the market as it stands today, past the position recorded at the last wave.
Sena captures stated preference and recorded purchase from one consumer network, so awareness and buying appear in the same answer.
Sena reports each market separately, with the segments inside it.
Brand tracking measures how a brand sits in a buyer's mind over time. The metric set has stayed stable because it maps to the steps a buyer moves through. What varies is how often each one gets measured and whether a purchase sits beside it.
| Metric | What it measures | The question it answers |
|---|---|---|
| Unaided awareness | Recall of the brand unprompted | The brand is in the category set at all. |
| Aided awareness | Recognition once prompted | The name and pack register |
| Consideration | Willingness to weigh the brand at purchase | Awareness converted into a candidate |
| Preference | Choice of the brand against named alternatives | If the brand wins the comparison |
| Usage | Recorded purchase and repeat in the category | How preference reached the basket |
Awareness and consideration describe position in the funnel. Equity metrics describe why the position holds: the attributes consumers associate with the brand, the claims they repeat back, and the price they accept against an alternative. Equity moves slower than awareness and predicts more, which is why the two read together.
Sena reports attribute association alongside the funnel figures, based on what consumers said in that market.
Brand health tracking is the whole program: the funnel metrics, the equity metrics, and the movement between readings. Its long-standing weakness is that the final step sits outside the program, so a rising consideration figure arrives short of purchase confirmation.
Sena reports recorded purchases from the same consumer network, in the same window, so preference and purchase reconcile within one reading. Where they diverge, the gap is what the reading reports.
A tracker that refreshes when asked changes what the program is for. On a quarterly cycle, brand tracking documents history. Refreshed on request, it becomes a control surface: a claim goes live, the reading moves, and the team responds inside the same campaign window.
The operational test is whether the reading arrives while the media is still running. Anything slower documents the campaign; anything faster steers it.
Brand visibility now includes how a brand appears in AI-generated answers, and teams have started tracking presence and framing there alongside the funnel. That surface reports what an assistant said. It stays separate from what a consumer chose.
Sena measures the second: what real people in the market said they prefer and bought, which is the figure a commercial case rests on.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to its source whenever a number comes into question.
Sena answers brand health questions from consumer data collected under explicit consent. It names the markets and segments where perception moved and attaches the reasoning and the source records to the answer.
Sena reports awareness, consideration, preference, and recorded purchase from one network, so it names the step where a brand loses people.
Sena ranks the brand against every player, consumer-weighted in that market, including the ones outside a predefined competitive set.
Every brand health figure traces back to the source data, the market, and the date, so a number in a board deck carries its own evidence.
One figure, set from three inputs, showing how many brand-health questions Sena holds open at once.
140 tracked figures. Refreshed continuously, against a quarterly tracking cycle.
A brand health figure is only as defensible as the data underneath it. Sena produces every reading on this page from real-world data captured when the question needs it, from the consumer signal at the source through to the market, the date, and the source behind every figure.
Records what consumers bought after they said what they thought, so preference meets purchase. That activity is what turns a preference figure into a purchase figure, drawn from the people making the category decision. Every tracked figure comes from a person who consented to share it. That consent covers the stated preference behind an awareness score as well as the purchase behind it.
Reads the brand and every rival from images and video captured in real stores, so shelf presence reads beside mindshare.
Brings the team's own campaign, sales, and CRM data in through existing integrations, including Salesforce and HubSpot, so brand health reads beside the numbers reported each week.
Turns historical tracker waves, exports, and spreadsheets into one connected database, so a current reading sits on the same trend line as every wave already filed.
Four teams read the same brand health figure, and each one needs a different cut of it before they can act.
Perception and needs a market-level read early enough to act within the campaign.
Where the budget goes and needs to know whether a perception gain led to purchase.
The claim needs the attribute association each market holds before rewriting it.
The board number and needs every point traceable to its source.
The same consumer reading, read against the decision each category actually makes.
Track preference beside recorded purchase, market by market, where the category decision happens in store.
Follow consideration and trust across regions as products land with real consumers.
Watch preference moves before switching shows up in churn.
Read whether the attribute the product leads on is the one consumers associate with it.
The mechanism stays the same for every market and every metric. Each step is documented, which is what keeps the figure defensible.
Real contributors share what they buy and prefer, with explicit consent, in the markets under review.
Sena normalizes the signal and attributes it to the brand and the category players consumers named.
Awareness, consideration, preference, and recorded purchase report per market, with the previous reading held beside the current one.
Most brand tracking setups report on a fixed cycle and end at preference. Sena refreshes on request and continues into purchase. The differences that surface in reporting are set out below.
| Capability area | Current approach | Sena |
|---|---|---|
| Cadence | Waves run quarterly or annually. The reading describes a window that closed before it circulated. | The consumer network captures when asked, and the reading refreshes per market on request. |
| Where the figure ends | Awareness, consideration, and preference. Purchase sits in a separate system. | Preference and recorded purchase from one network, reconciled inside one reading. |
| Market granularity | Regional roll-ups are the norm. The country that turned out to be the average sits inside the average. | Each market reported separately, with its own trend and named segments. |
| The competitive set | A list defined at program setup and held for its lifetime. | Every player and consumer weighed in that market, including new entrants. |
| Cost of adding a market | A new market means extending the program and waiting for the next wave. | A market gets named and captured when the existing network asks for it. |
| Auditing a figure | Methodology documents describe the approach. The records behind a published number stay inside the system that produced them. | Every point traces back to the market, the date, and the source behind it. |
Three situations where a current, market-level brand reading changes the decision on the table. All three draw on the same collection.
Watch preference move week by week in each market, and respond while the media running behind it is still live.
Bring preference and recorded purchase from one source and one window, so the board question about revenue gets answered in the same slide.
Read which attributes consumers associate with the brand in each market, then lead with the one already earning preference there.
Brand tracking reports on where the brand stands. Four decisions follow, and marketing teams raise each one on either side.
Every marketing decision Sena supports, in one place
Category attention, market by market
Brand tracking reports the position. Share of voice reports how much of the category conversation the brand holds, which drives the next move in position.
Explore share of voice 02The tone behind the movement
A tracker reports that preference moved. Sentiment reads how the category is talking about the brand, market by market, so the direction carries a reason.
Explore market sentiment analysis 03What a rival did while the brand moved
Preference falls when a competitor does something. Competitor monitoring names the price, pack, placement, or claim behind that week's movement.
Explore competitor monitoring 04The lift, read against the market
Brand health moves during a campaign. Campaign performance separates what the campaign caused from what the category was doing anyway.
Explore campaign performanceThe walkthrough reports awareness, consideration, preference, and recorded purchase for the brand in the markets named and opens the signal behind every point while the team watches.
Tell us the brand and the markets, and we will bring the reading.