Workday, a global leader in enterprise AI for HR and Finance, needed a way to continuously measure and optimize its brand performance. With a presence in seven key markets and a diverse suite of products tailored to a wide range of audiences – from emerging to mid-size and large enterprises, including a C-suite audience – Workday turned to Merkle to build a global brand tracking program that could deliver timely, actionable insights. This initiative was designed to ensure that their brand was delivering on its promise and that their marketing investments were driving measurable returns.
Driving Brand Performance Through Data-Driven Global Insights for Workday
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Global markets tracked (Australia, Canada, France, Germany, Japan, UK, US)
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of executive-level respondents surveyed
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unified global measurement framework
The Challenge
Workday needed a brand measurement solution that could:
- Track brand health and perception across diverse global markets
- Reflect the views of senior decision-makers (executive/C-level)
- Provide timely insights to inform brand and marketing strategy
- Benchmark performance against competitors
- Adapt to market-specific nuances and expectations
They required a partner with the scale, expertise, and precision to deliver this at a global level.
The Solution
Merkle designed and implemented a comprehensive, survey-based brand tracking program tailored to Workday’s unique needs. Key elements included:
- A quarterly measurement cadence to track brand equity, awareness, choice drivers, and perceptions
- Role-specific insights to personalize messaging for executive audiences
- Global research operations to manage scale and regional complexity
- Niche recruitment capabilities to reach senior-level decision-makers
This approach ensured consistent, high-quality insights across all regions, enabling the client to make informed, strategic decisions.
The Results
The brand tracking program became a strategic asset for Workday’s CMO and executive team. It enabled:
- Real-time adaptation to shifts in brand perception
- Smarter allocation of marketing budgets
- Competitive benchmarking across key markets
- Enhanced personalization of brand messaging
At Workday, Merkle's brand tracker is essential for keeping a pulse on our brand health. It gives us crucial insights into how our brand is perceived and what's driving our market. These insights directly inform our global and regional strategies, helping us effectively build brand value from the top of the funnel all the way to demand and advocacy.Jessica Cuebas - Director, Advertising Strategy and Performance, Workday
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