In short

• Facile.it leveraged Glaut’s brand tracker to monitor key brand awareness KPIs in a timely and frequent manner, enabling immediate adjustments to media planning and creative campaigns.
• The tracker ensured high data quality through Glaut’s Uncooperative Detector agent, filtering out unreliable respondents (82,5%) and strengthening confidence in the insights.
• Glaut empowered Facile.it to balance short-term performance marketing with long-term brand building, supporting smarter, data-driven decision-making.

The problem marketers face

Value creation is the essence of marketing: meeting people’s needs to drive brand value growth. Marketers today face a fundamental challenge: aligning performance marketing with sustained brand building. Understanding the brand’s role in the consumer decision journey is complex, and proving marketing’s value beyond immediate ROI remains elusive.

The key question is: how can marketers measure brand health continuously and effectively to guide their strategies?

Facile.it chooses Glaut to track their most valuable asset: the Brand

Glaut’s brand tracker harnesses AI-powered research to deliver fast, reliable, and actionable insights. Unlike traditional surveys or simple NPS metrics, this approach captures not only what consumers think but also the underlying reasons behind their perceptions. This richer insight into unaided brand awareness and brand recall enables Facile.it to understand brand health with greater nuance and clarity.

The results

The tracker collected a robust dataset to ensure representative and actionable results:

• Interviews Started: 3,905
• Interviews Completed: 2,654
• Completion Rate: 79%
• Rejected: 559 (14.3% of total)
  
  • Uncooperative Participants: 461 (82.5% of rejected) 
  • Quota Full Redirects: 98
• Average Engagement time: 3:01 mins
• Language: Italian

Key success drivers

Two main factors contributed to the project’s success:

• Consistent and timely KPI tracking: Facile.it was able to track brand awareness KPIs frequently and in near real-time, which allowed the marketing team to quickly adjust media plans and campaign creatives based on up-to-date data.
• Higher data quality: Facile.it leveraged Glaut’s agentic workflow to prescreen participants and exclude low-quality responses during the interview, not after.

Glaut’s prescreening logic and AI agents for data integrity

Facile.it activated Glaut’s purpose-built AI agents featuring advanced prescreening logics to ensure high data quality and effective sample management throughout the project:

• Screenout redirect: automatic removal of participants who did not meet screening criteria.
• Quota full redirect: manage participant quotas dynamically by redirecting respondents once quota limits are reached.
• Uncooperative redirect: Facile.it employed Glaut’s Uncooperative Detector Agent to automatically identify participants who provide low-quality or inconsistent responses. The vast majority of rejections - 82,5% - were due to uncooperative responses.

“Knowing that we had an additional filter on the respondents made the data even more reliable for us and the results even more solid.”
- Giulia, Head of Media

Conclusion

Glaut’s brand tracker enabled Facile.it to continuously monitor and optimize their brand’s health with confidence and agility. By grounding decisions in reliable, real-time insights, Facile.it strengthened their brand’s position in a competitive market and ensured their marketing investments delivered measurable value.

“Being able to track our brand's main awareness KPIs in a timely and frequent manner allowed us to act immediately, in light of the results recorded, on the media planning and creativity of our campaigns.”
Giulia, Head of Media, Facile.it

Facile.it relies on Glaut for multiple research purposes, from this brand perception tracker to creative asset testing for their TV advertising campaigns.