Insight Innovation Challenge: Omni-Channel & Real-time Experience Tracking by Fiona Blades of Mesh Planning - Presented at the Insight Innovation eXchange North America 2013
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How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is ...
How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is now a viable technique that gives clients powerful, actionable insights for omni-channel media measurement, a longstanding challenge for researchers and clients. Advances in technology, and the willingness to challenge receive wisdom, mean researchers can now track emotional responses and evaluate touchpoints in real-world context. This is one where consumers experience multiple touchpoints, for multiple brands, both above and below the line, and where brand perceptions are built on these complex interactions. As a result brands can now evaluate previously hard-to-reach campaigns and questions, like experiential touchpoints, word-of-mouth, product launches, and path-to-purchase in store. Tracking experiences rather than spend has helped brands optimize their spend and strategy, and addresses both marketing and strategic questions.
About MESH Planning
MESH is the experience agency. We specialise in understanding people’s experiences – with brands, within categories, and across their behaviours. We believe that if you understand the experiences people have, you know why they behave as they do.
MESH provides clients with smarter and faster data into how consumers are responding to their brands, and therefore, how marketing spend and activity can be better deployed. We start by understanding the impact experiences have on people and how these drive behaviour and purchase. MESH uses a blend of approaches, including Real-time Experience Tracking (RET) and Customer Network Exploration.
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