Tracking Plus combines customer and sales data, key market metrics, internal performance data and brand and communications measurement. According to the company, it will provide insight on the impact of marketing on people’s knowledge and feelings about brands, and how they behave as a result.

The tool is the first to be launched since The Nursery’s acquisition of Arkenford Research in July and builds on the team’s data science capabilities.

David Alterman, director at The Nursery, said Tracking Plus builds on “the diagnostic tracking work the team already offer” and will add “a level of accountability thanks to the work of our newly acquired data science team”.