TruthTips: Drivers Analysis - A Mirror to your brand's future success

You love the cake but don't know the recipe? That's your brand without drivers analysis.

We often talk about what makes a brand resonate — loyalty, satisfaction, intent. But without understanding the underlying drivers, it’s hard to know what’s actually moving the dial.

In this week’s Truth Tips, Massimo, our Head of Analytics, explores how drivers analysis can surface the real forces behind brand performance. Not just the obvious ones, but the subtle signals that often get overlooked.

At Truth, we use a range of proven, data-led methods to help brands make more informed decisions — whether that’s navigating market shifts, fine-tuning strategy, or keeping a closer eye on marketing ROI. Some tools don’t shout the loudest, but they get results. Drivers analysis is one of them.

Tip 1: Unleash your Fantasy: Hypothesise, baby!

Statistics can work magic, but hypothesis generation is key:

it shapes the study, helps ask the right questions, collects the best data, and delivers the sharpest insights.

Nail it, and you’re the hero.

Tip 2: Be Method-o-logical

When it comes to regression, the options are plenty; but your question and data will narrow the field.

Linear, binary, or SEM? Explore them all, choose wisely, and don’t settle until you, and the stats gods, are satisfied.

Tip 3: Find the Ninja in the Data

Data may look ordinary, but it’s your job to unleash its hidden power.

With the right transformation, scaling, logging, or smoothing, variables become more precise and impactful. Proper data preparation is key to building a strong model.

Tip 4: Look beyond the P-Values

A result might be statistically significant yet have no real-world relevance to your business.

What’s meaningful for your brand?

Find the key drivers that move the needle, not just the ones that hit 0.05

Tip 5: Create the Future - Simulate

Regression isn’t just about explaining the past; it’s about predicting the future.

By applying regression models to create practical simulators, brands can anticipate trends, customer behaviours, and market shifts before they happen..

More marketing analytics insights tips from our Head of Analytics, Massimo Bufi coming soon: watch this space!