Introducing… Johanna Silfwerbrand Bendroth, Chief Product Officer

As Chief Product Officer at Brand Metrics, Johanna Silfwerbrand Bendroth has been a key driver behind the growth and innovation of the team since 2018. With a background in market research and a passion for product development, she has been a pivotal force in shaping the future of our digital campaign measurement platform. 

In this exclusive Q&A, we give you a behind the scenes look into the power behind the product. Introducing… Johanna Silfwerbrand Bendroth. 

Give us a brief introduction to your role and where your expertise lies?

I started my journey with Brand Metrics right when it started back in 2018. Before that, I was with Inizio, the research company that originally was part of developing the Brand Metrics platform. 

My expertise primarily lies in market research, which has played a significant role in my journey with Brand Metrics. However, working in a start-up environment, I’ve naturally gained expertise in other corners of the business like product development, which now has become a focal point for me as Chief Product Officer. In my role, my primary goal is to simplify measurement at scale for our clients by constantly refining our platform and product offerings. 

What drew you to Brand Metrics?

Funnily enough, before joining Brand Metrics I was actually a customer. While working in my previous role I was impressed by how Brand Metrics was leveraging technology to scale digital campaign measurement - an area that I knew the market needed. I also had previous experience working with Anders, Anette and other members of the team so I already knew that I liked their company culture. When I relocated to Gothenburg, I knocked on CEO Anders Lithner's door and the rest is history!

Can you give us a few examples of where Brand Metrics' technology was used and what problems it helped to solve?

In my previous role, I saw first-hand the challenges that came with measuring the impact of digital advertising, particularly when it came to smaller campaigns. Brand Metrics’ technology presented an opportunity to solve this and allowed publishers to prove their effect at scale, in a cost-effective and time-efficient manner. Another example, during my early days at Brand Metrics, I worked closely with publishers and together explored their brand lift data to develop industry-leading insights. Being able to develop these narratives from consistent, scaled and independent data enabled publishers both to prove what had worked and offer recommendations for how best to approach future campaigns. 

As Chief Product Officer, can you describe Brand Metrics’ approach to campaign measurement?

As Chief Product Officer, my main responsibility is to make measurement at scale as simple and easy for our partners as possible. Whilst this has been the objective of our core platform since the company’s launch, we are continually innovating to improve our product offering. Our philosophy is that campaign measurement should be a metric, available on every digital campaign, and therefore we need to make the data as accessible as possible. At Brand Metrics, we are continually focusing on enhancing our technology, algorithms, APIs and data visualisation tools to meet this need. 

What is a big task you’re working on at the moment? Where is it set to take Brand Metrics and its partners?

Right now, a lot of my focus is going towards refining our core platform. We measure thousands of campaigns a year and our aim is to make our data as valuable as possible for our partners, helping them to drive revenue. This involves making a lot of small tweaks and improvements that add up to a big significant impact like enhancing data collection methods, fine-tuning our algorithms, customising reporting outputs and expanding our benchmark capabilities. 

While these changes may be subtle, they’re essential in ensuring that our clients have a seamless experience and can concentrate on measuring campaigns effectively at scale.

Are there any exciting future plans for Brand Metrics that you can share with us? What are you excited for as we prepare to close out the year?

One exciting area that we’re focusing on is improving the use of metadata. With many of our publisher partners measuring hundreds of campaigns each year, they are collecting a lot of valuable data. While this has value on a campaign-by campaign basis, it also has huge value on a wider level.

We’re working to integrate meta-analysis tools into our platform making it easier for all partners, including those with limited data experience, to access their data and leverage benchmark comparisons to build compelling sales narratives. This development of our product will help to democratise data even more and help partners to develop their own case studies quickly and effectively.