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Análisis de marcas: 11 métricas clave a seguir [Guía 2026]
Tantos como 87% de vendedores consider data-driven marketing critical — yet only 32% actually trust their data quality enough to act on it. Here are 11 brand analytics metrics that will help you get to the right side of that statistic.
Principales conclusiones
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Brand analysis is only as good as the metrics you track.
Focusing on the right data — from website visits to sentiment — gives you a complete and accurate picture of your brand's health. Without the right metrics, decisions are based on guesswork rather than insight.
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Visibility and engagement are not the same thing.
A brand can have millions of visits or mentions without meaningful interaction. True brand strength shows when audiences actively engage, share, and respond — not just passively scroll past.
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Sentiment reveals what numbers alone cannot.
High mention volumes mean little if the conversation around your brand is negative. Tracking sentiment helps you understand the quality of your brand's presence, not just its size.
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Your audience data should shape every marketing decision.
Knowing who your audience is, where they're from, and what they care about allows you to create campaigns that actually resonate. Generic messaging loses impact when audience insights are available and ignored.
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Brand analysis is an ongoing process, not a one-time task.
Markets shift, competitors evolve, and audience preferences change. Regular monitoring ensures your brand strategy stays relevant and responsive — rather than reactive when problems arise.
What is brand analysis?
Brand analysis is the process of studying how a brand is seen by customers and how it compares to competitors. It examines factors such as the brand’s image, messaging, and market position. The main goal of brand analytics is to extract actionable insights that can drive strategic decision-making and improve brand performance. This involves using various tools, techniques, and metrics.
Este proceso le ayuda a comprender mejor:
- Cómo percibe su marca su público objetivo,
- La eficacia de sus campañas de marketing,
- Cuáles son los puntos fuertes y débiles de su marca,
- Cómo se compara con la competencia.
¿Cómo realizar un análisis de marca?
Short answer: Conducting a brand analysis requires checking the most important brand metrics. The goal is to understand the brand’s performance, marketing efforts, and market positioning.
Es importante señalar que se trata de un proceso continuo que requiere una supervisión y adaptación periódicas.
Hoy analizaré la marca Adidas utilizando dos potentes herramientas: Brand24que supervisa menciones de marcay Similarweb, que analiza el tráfico de los sitios web.
Para realizar un análisis avanzado de la marca, es necesario comprobar:
01 Visitas mensuales al sitio web
Visitas mensuales al sitio web show how many people are actively seeking out the brand online — one of the clearest signals of brand awareness and interest.
You should focus on:
- Tracking spikes helps connect traffic surges to campaigns, launches, or cultural moments
- Total visits reflect overall brand reach and how well marketing efforts drive traffic to the site
- Pages per visit show whether visitors are genuinely exploring or leaving quickly
- Time on site reveals the depth of engagement — longer visits suggest compelling content or strong product interest
Adidas.com recorded 30.4 million visits last month, with users browsing an average of 4.82 pages per visit and spending around 3 minutes 10 seconds on site — both strong indicators of an engaged, curious audience actively exploring the brand’s offerings.
02 Número mensual de menciones
The monthly number of mentions shows how often people talk about the brand online, making it one of the clearest measures of visibilidad de marca and cultural relevance. Higher mention numbers generally mean more people are aware of and engaging with the brand.
Key fact: Tracking menciones en los medios also helps identify influential voices talking about your brand, and is especially valuable during campaigns or crisis situations — giving you a real-time read on public sentiment and whether your message is landing.
Over the last 30 days, Adidas was mentioned over 174,000 times, with Instagram being the main source — reflecting the brand’s strong visual identity and highly engaged social media audience.
03 Distribución de los canales de comercialización
Understanding how a brand’s traffic is distributed across channels reveals where its marketing is working — and where opportunities might be missed.
- Direct traffic shows how many people come to the site by typing the URL or using a bookmark — a strong sign of brand awareness and loyalty
- Organic search reflects SEO strength and how easily people find the brand without paid promotion
- Social, referral, and paid channels show how effectively the brand uses external platforms to drive visitors
- Correo electrónico reveals how well the brand nurtures its existing audience
Key fact: Studying competitors’ channel mix is equally valuable — it can expose gaps in your own strategy or reveal where they hold a clear advantage.
Last month, Adidas.com’s top traffic sources were:
- Direct — 39% of desktop traffic
- Organic Search — 28%
- Mail — the least utilized channel
This mix points to strong brand recognition (people seek out Adidas directly) and a solid SEO investment — meaning Adidas doesn’t rely heavily on paid or email marketing to drive traffic to its site.
04 Medios sociales y alcance no social
Reach metrics indicate the level of brand awareness among your target audience. A wider reach suggests that more people are becoming aware of your brand and its offerings. It helps track your brand’s visibility growth.
Alcance en las redes sociales measures the number of people who are exposed to your brand’s content on social media platforms.
Alcance no social refers to the reach achieved through channels other than social media, such as traditional advertising, email marketing, or website traffic.
Ambas métricas proporcionan información sobre el tamaño de la audiencia de su marca y la eficacia de su estrategia de marca.
In the last 30 days, Adidas has reached 758 million people through social media and 295 million people through non-social media channels such as news, the web, forums, and blogs.
05 Compromiso
Para llevar a cabo una sólida auditoría de marca, you need to track engagement. Tracking engagement shows how many people actively interact with your brand — not just see it.
- Reflects interest and connection with your content, products, or services
- Reveals what resonates — helping you understand which content your audience responds to most
- Genera confianza by showing how well the brand communicates and connects with its community
- Highlights weak spots — low engagement signals areas that need improvement
- Supports influencer marketing by measuring how effectively brand partnerships drive interaction
- Measures ROI of marketing efforts and helps assess the strength of your brand voice
- Informs audience understanding — engagement patterns reveal your audience’s preferences and behaviors
Descubre nuestra historia de éxito de un cliente - leer el estudio monográfico.
In the last 30 days, Adidas received 34k non-social mentions, 103k social media mentions, 1,9m social media shares, and 25m likes.
06 Puntuación de presencia
Puntuación de presencia measures the brand’s online presence across various digital platforms, including social media, websites, blogs, and review sites. This metric helps evaluate the brand’s exposure to the target audience.
Key fact: It’s an important brand analysis metric because it provides an overall assessment of the brand’s visibility. The higher the Presence Score, the better.
En Puntuación de presencia de la marca Adidas es bastante elevado.
07 Top palabras clave
Palabras clave principales show what your target audience is searching for, helping you understand their interests and preferences.
El análisis de las principales palabras clave de la competencia revela oportunidades para mejorar su propia estrategia de palabras clave. Incorporarlas a tu estrategia de contenidos mejora tus posibilidades de posicionarte bien en los motores de búsqueda, lo que atrae más tráfico a tu marca.
Además, el seguimiento de las principales palabras clave le mantiene al día de las tendencias emergentes, lo que le permite crear contenidos oportunos y relevantes.
Aquí puede ver palabras clave relacionadas con Adidas:
También puede comprobar las palabras clave relacionadas utilizando la herramienta Ahrefs:
Consejo: Puede utilizar esos términos de búsqueda para poner en marcha un proyecto de seguimiento de los medios de comunicación y seguir su rendimiento a través de Internet.
08 Sentimiento
Análisis del sentimiento shows how people feel about your brand, whether it’s positive, negative, or neutral. It helps you measure customer satisfaction.
Las menciones son una valiosa fuente de información. Monitorizar el sentimiento te ayuda a identificar los picos de sentimiento negativo. Esto ayuda a proteger la reputación de tu marca durante las crisis.
Adidas’s overall sentiment is positive. In the last 30 days, the brand received 31k positive mentions, mainly from Instagram and Twitter.
09 Geography
Knowing where your audience comes from allows you to tailor marketing efforts, messaging, and promotions to specific regions — making campaigns more relevant and effective.
- Adapt campaigns to local trends, languages, and seasonal behavior
- Localize messaging to match the cultural interests and preferences of each region
- Allocate budget smarter by focusing spending where your audience is most concentrated
- Spot growth opportunities in regions where brand presence is still developing
Adidas’s primary audience is from the United States, accounting for 30.7% of its customer base.
10 Audience demographics
Understanding the audience’s demographic profile helps brand owners tailor marketing strategies, build brand identity, and even develop a new brand strategy.
Audience demographics are one of the most important parts of brand analysis.
Key fact: Analyzing audience demographics enables you to segment your customer base and identify different groups with distinct characteristics and needs.
According to Brand24 data, most visitors to adidas.com are male (53.9%), while 46.1% are female. The largest group of desktop users is in the 25-34 age range.
11 Audience interests
As a brand owner, you should understand your target audience’s interests. By understanding which topics, themes, or content types your audience finds interesting, you can create products and services that meet customer needs.
A continuación encontrará una lista de las palabras más mencionadas por el público de Adidas en los últimos 30 días.
Why is brand analysis important?
Tanto si dirige una pequeña empresa como una gran corporación, es esencial que analice detenidamente su marca.
It’s not just about having an eye-catching logo and tagline. In today’s fast-paced, competitive market, it’s crucial to understand how your brand is perceived and how it’s performing.
He aquí algunas razones clave por las que analizar su marca es tan importante:
- Comprender las percepciones de los clientes: Para atender mejor a sus clientes, es importante conocer sus preferencias, necesidades y expectativas. Puede obtener esta información mediante estudios de mercado, encuestas y el seguimiento de las conversaciones en línea. Esta información le permite personalizar los mensajes, productos y servicios de su marca para crear una experiencia de cliente más significativa y relevante.
- Mejorar la estrategia de marca: El análisis de marca proporciona información valiosa sobre los puntos fuertes, débiles, oportunidades y amenazas de su marca. Al comprender la propuesta de valor única de su marca y cómo la perciben los clientes y los competidores, puede desarrollar una estrategia más eficaz. Esto le ayudará a alinear su marca con las expectativas y deseos de su público objetivo, haciéndole destacar en un mercado saturado.
- Construir la reputación de la marca: Si quiere asegurarse de que su marca tiene éxito, es muy importante tener una buena reputación. Una forma de hacerlo es estar atento a lo que la gente dice de ti. Comprobando los comentarios de los clientes, las reseñas en línea y sentimiento en las redes socialespuede detectar rápidamente cualquier problema y solucionarlo de inmediato. Esto ayuda a generar confianza entre sus clientes, lo que puede hacer que más personas recomienden su marca y se conviertan en fieles seguidores.
- Mantener la competitividad: En un mercado tan competitivo como el actual, es esencial vigilar a los competidores y sus estrategias de marca. Analizando sus marcas, puede evaluar sus mensajes, su posicionamiento y su cuota de mercado. Con estos conocimientos, podrá identificar las áreas en las que puede destacar e innovar, lo que le permitirá mantenerse en cabeza.
- Medir el rendimiento de la marca: Analyzing your brand’s performance provides valuable metrics and indicators of success. This way, you can see if your branding works well by checking customer loyalty, financial indicators, and how well your brand is known. Looking at the data can help you identify what’s working and what could be improved, so you can adjust your brand and marketing strategies if needed. It’s a smart way to stay on top of things and make informed decisions.
Conclusión
To conduct a reliable brand analysis, you need to consistently track the right metrics. Here’s a quick checklist of everything covered in this article:
Traffic & Visibility
- ☐ Monthly website visits
- ☐ Pages per visit & time on site
- ☐ Marketing channel distribution
Mentions & Reach
- ☐ Monthly number of mentions
- ☐ Social media reach
- ☐ Non-social reach
- ☐ Presence Score
Engagement & Sentiment
- ☐ Engagement metrics (likes, shares, mentions)
- ☐ Sentiment analysis (positive, negative, neutral)
Audiencia
- ☐ Geographic distribution
- ☐ Audience demographics
- ☐ Audience interests
SEO & Content
- ☐ Top keywords
By regularly tracking these metrics, you’ll have a clear, data-backed picture of how your brand is performing — and where to improve.
PREGUNTAS FRECUENTES
¿Qué debe incluir el análisis de marca?
Brand analysis should include metrics covering visibility, engagement, sentiment, audience demographics, geographic distribution, marketing channel performance, and competitive positioning. Together, these give a full picture of how a brand is perceived and how it is performing.
¿Cómo funciona el análisis de marcas?
Brand analysis works by collecting data from various sources — such as website analytics, social media monitoring tools, and keyword trackers — and interpreting that data to understand brand performance, audience behavior, and market position.
¿Qué es un análisis de marca en la empresa?
In business, brand analysis is the process of evaluating how a brand is positioned in the market, how customers perceive it, and how it compares to competitors. It helps businesses make smarter strategic decisions around marketing, product development, and communication.
¿Qué es un análisis de marca en marketing?
In marketing, brand analysis focuses on measuring campaign effectiveness, tracking audience engagement, and understanding how marketing efforts influence brand awareness and sentiment. It helps marketers allocate budgets more effectively and refine their messaging.
¿Qué es un análisis de marca digital?
Digital brand analysis is the online-focused version of brand analysis. It tracks metrics like website traffic, social media mentions, search rankings, online sentiment, and audience demographics to evaluate how a brand performs across digital channels.
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