From Ambition to Adoption: Designing a Global Brand Tracker That Drives Real Decisions

Session Details: In 2024, PayPal set out to build a truly global, unified brand measurement system spanning consumers and merchants across major global markets. The mandate was ambitious: replace fragmented, market-by-market tracking with a single, consistent framework to inform scorecards, deep dives, competitive strategy, and leadership decisions worldwide.

The real story is what happened once the business began using it. Through early leadership engagement and a clear vision for MarketVoice as a shared lens on brand momentum and competitive dynamics, the system quickly became a trusted reference point for brand health, market opportunity, and decision-making across global and country teams.

You'll hear candid reflections on what worked, where adjustments were needed, and lessons learned along the way. The session will offer a practical blueprint for building global measurement systems that endure and deliver real organizational value.

Attendees will walk away with:

- Practical lessons for designing a global tracker that balances stability with analytical flexibility
- What it takes to move from launch to real adoption across markets and functions
- How brand measurement can become a trusted language that drives decisions across the business