Our latest data model reveals how top-of-funnel sentiment correlates with bottom-line retention rates across diverse industries.
Measuring What Matters
Click-through rates and impressions have long been the default metrics for digital marketing success. But Dragon Trail International's research team argues that these surface-level indicators miss the bigger picture: brand resonance.
Our newly developed Brand Resonance Index (BRI) measures the depth and durability of consumer connection with a brand across digital touchpoints, going beyond simple engagement to assess genuine affinity.
How the Model Works
The BRI aggregates data from multiple sources:
- Social listening analysis across Weibo, WeChat, Xiaohongshu, and international platforms, measuring sentiment strength rather than just volume.
- Content interaction depth — not just clicks, but saves, shares, comments, and repeat visits.
- Cross-platform consistency — how uniformly a brand's message resonates across different channels and audience segments.
- Temporal persistence — whether positive brand associations sustain over weeks and months, not just during active campaigns.
Key Findings
Applying the BRI to 22 travel and hospitality brands over a 12-month period revealed several patterns:
Brands with high BRI scores saw 2.4x higher customer retention rates compared to brands with equivalent impressions but lower resonance. The correlation was strongest in the luxury segment, where emotional connection drives purchase decisions.
"Impressions tell you who saw your message. Resonance tells you who believed it," said Dr. Liu Wei, Head of Data Science at Dragon Trail. "For travel brands, where the purchase is emotional and high-consideration, resonance is the metric that predicts revenue."
Accessing the Research
The full Brand Resonance Index methodology and benchmark data is available to Dragon Trail research subscribers. Contact your account manager for access.