The agreement will allow users of the Analytic Partners GPS Enterprise platform to access YouGov’s daily tracking and historical data, allowing them to track brand performance trends and measure themselves against competitors and markets.

Among the brand metrics measured daily by YouGov now available to Analytic Partners are advertising awareness, overall ‘buzz’, brand value, corporate reputation, purchase consideration and customer recommendations.

Nancy Smith, founder, president and chief executive at Analytic Partners, said: “Many brands want to better understand the impact of their brand health over time, but often their data is not current or robust enough to build an effective model.

“With this collaboration, we are excited to give our customers access to YouGov’s strong, historical data to measure how their marketing activity will influence brand metrics and ultimately translate to a sale.”

Ray Martin, chief executive officer of the Americas at YouGov, added: “By adding YouGov’s powerful BrandIndex data into cutting-edge media performance modelling, customers receive enhanced value, enabling them to make well-informed, strategic marketing decisions.”