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Touchpoints-ROI is a state-of-the-art communications tracking system.
It allows marketers to measure all contacts that occur between target consumers and their
brands - not only via advertising such as TV, print, radio, outdoor but also touchpoints such as
product usage, in-store experience, word of mouth, viral marketing, CRM, Internet and even
observation of others using the product.
This approach provides real-time data with a 360-degree overview of brand touchpoints.
Touchpoints-ROI combines Internet surveys with mobile phone based tacking. During the
tracking phase consumers can also provide pictures, movies and free comments about the
touchpoints that they experience. The outputs are thus a combination of both quantitative
hour-by-hour, day-by-day tracking and qualitative insight:
The method is ideal for:
- Auditing media & promotional support and distribution channels to assess what activity is most
effective and cost efficient in driving a brand's sales.
- Gauging the performance of a brand versus its competitors in terms of its "Brand Energy" and
benchmarking effectiveness all touch points including those such as word-of-mouth...
- Tracking a campaign or new product launch, to ensure that the target market is receiving the
intended message via the various channels being used. Real time feedback allows marketers to
make quick corrections, if necessary.
Sample outputs (to see in full size, click on chart):
In order to view some sample "Brand Boards" from Touchpoints-ROI click-here
In the words of the words of the official conference blogger at the 2007 World Advertising
Research Council (WARC) conference in London, "a multi-channel campaign with a mix of
metrics is becoming the accepted smart way to do marketing and in Touchpoints ROI I think
we probably have the most exciting methodology of the future to achieve this..."
Touchpoints-ROI was developed by the UK-based communications research agency MESH
Planning and is exclusively available in Japan from JMI.
For more information: Contact Us
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