Touch points effectiveness
©TNS 2012
Touch points effectiveness
1
Contents
1
Our proposal 5
2
Research Design: qualitative and
quantitative phase
7
3
6
Confidentiality 32
7
Term & Conditio...
TNS Growth Map
Your business issues
Measure and compare the effectiveness
of the many different ways a brand and
a consume...
Key implications for the research will be:
Make use of the MCA method in its entirety, conducting both qualitative and
qua...
Deliverables
Final deliverables will be based on the quantitative phase
of the study. Qualitative phase will have the only...
MCA in 7 steps
3
©TNS 2012
Touch points effectiveness
6
MCA in 7 steps
A 360° marcoms audit providing you with a relevant diagnostic and plan for
action keys, by answering the fo...
MCA in 7 steps
1. Which contacts are the most influential on the category ? (1/2)
Brand touch points are sorted in categor...
DM
Digital
In shop
Indirect
Mass Media
57
52
52
51
49
48
41
39
21) Email from the company
22) Call from the company
23) On...
MCA in 7 steps
2. How visible is your brand communication? i.e. What is your share of voice
in the consumer’s mind?
Influe...
MCA in 7 steps
3. What are the communication opportunities in your category? (1/2)
Influence and memorization of brand act...
MCA in 7 steps
3. What are the communication opportunities in your category? (2/2)
Email from the company
Statement insert...
MCA in 7 steps
4. What are the brand strengths / weaknesses on each contact? i.e.
How is your share of voice built compare...
MCA in 7 steps
5. What contacts do the brand currently use/should use 1)at each step of
the consumer journey, 2)in order t...
MCA in 7 steps
6. What is the ideal contact mix? Key contacts for the brand (1/4)
Which combination of contacts maximises ...
MCA in 7 steps
6. What is the ideal contact mix? Synergies between contacts (2/4)
The dendrogram is obtained via a hierarc...
MCA in 7 steps
6. What is the ideal contact mix? Synergies between contacts (3/4)
©TNS 2012©TNS 2012
Touch points effectiv...
MCA in 7 steps
6. What is the ideal contact mix? Summary card (4/4)
Are these key contact working efficiently? Where are t...
MCA in 7 steps
7. What is the ROI of your actions ? i.e. Are your actions efficiently
building your brand and converting i...
MCA in 7 steps
7. What is the ROI of your actions? i.e. Are your actions efficiently
building your brand and converting in...
72 MCA audits were conducted in Italy so far
©TNS 2012 21
Touch points effectiveness
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TNS_Touchpoints effectiveness

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Uno studio per comprendere e comparare le differenti modalità di contatto fra brand e consumatori, misurando il contributo di ognuno di loro nella costruzione della Brand Experience.

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TNS_Touchpoints effectiveness

  1. 1. Touch points effectiveness ©TNS 2012 Touch points effectiveness 1
  2. 2. Contents 1 Our proposal 5 2 Research Design: qualitative and quantitative phase 7 3 6 Confidentiality 32 7 Term & Conditions 34 ©TNS 2012 Touch points effectiveness 2 3 MCA in 7 steps 11 4 Timing and Investments 27 5 Standard quality Compliance 30
  3. 3. TNS Growth Map Your business issues Measure and compare the effectiveness of the many different ways a brand and a consumer can connect Measure the contribution of contacts to build Brand Experience from the consumer perspective ©TNS 2012 Touch points effectiveness consumer perspective Measure the relative value and clout of brand contacts, and therefore their effectiveness. Verify the synergy between the various touch points, identifying the strength of those currently used and those currently not used. 3
  4. 4. Key implications for the research will be: Make use of the MCA method in its entirety, conducting both qualitative and quantitative phases; Identify the best solution in term of field-work method and sample size for the quantitative phase. For the qualitative phase, 2 focus groups for each country is normally required in order to have MCA findings to be used in the quantitative phase. Implications ©TNS 2012 4 have MCA findings to be used in the quantitative phase. Sample size for quantitative part will be at least 500 interviews per country. Touch points effectiveness 4
  5. 5. Deliverables Final deliverables will be based on the quantitative phase of the study. Qualitative phase will have the only aim to select touch points and brands to be used in the quantitative phase. If further objectives that contemplate specific analysis and reporting will be added to the qualitative phase, we will need to revise the proposal. Output examples are included at the end of this document. We suppose to replicate for each country all MCA outputs, including turf analysis and dendograms (synergies analysis between contacts) up to 8 sample splits; ©TNS 2012 Touch points effectiveness 5 and dendograms (synergies analysis between contacts) up to 8 sample splits; The questionnaire will last about 30 minutes, considering: 25 minutes to fill in the MCA standard questions; 5 minutes to collect information related to: screening criteria sample profiling others relevant information for the client (campaign checks, media habits, etc..)
  6. 6. MCA in 7 steps 3 ©TNS 2012 Touch points effectiveness 6
  7. 7. MCA in 7 steps A 360° marcoms audit providing you with a relevant diagnostic and plan for action keys, by answering the following key questions : 1 •What are the most/least influential contacts of the category? 2 •How visible and influent is your brand communication ? 3 •What are the communication opportunities on the category ? ©TNS 2012 Touch points effectiveness 7 4 •What are the brand strengths/weaknesses on each contact? 5 •What contact the brand currently use/should use at each step of the consumer journey? In order to reach strategic segments? 6 •What is the ideal contact mix? 7 •What is the communication ROI?
  8. 8. MCA in 7 steps 1. Which contacts are the most influential on the category ? (1/2) Brand touch points are sorted in categories : Mass media (TV ad, Outdoor ad, etc.) POS (demonstrations, product displays, etc.) Sponsoring & events (Sponsorship of motor sport events, endorsement by a celebrity, etc.) Indirect communication (WOM, articles, etc.) 1/1 (Promotions, hotline, etc.) Digital (Brand website, e-mailings, etc.) Those contacts are then rated on 3 criteria to calculate the influence (CCF): ©TNS 2012 Touch points effectiveness 8 Information value Attractiveness Importance in the purchase decision INFLUENCE (Contact Cloud Factor - CCF)
  9. 9. DM Digital In shop Indirect Mass Media 57 52 52 51 49 48 41 39 21) Email from the company 22) Call from the company 23) Online chat with advisor 24) National mag ad 25) TV programme 26) Local paper ad 27) Radio 28) Non-requested letter MCA in 7 steps 1. Which contacts are the most influential on the category ? (2/2) ©TNS 2012©TNS 2012 Touch points effectiveness 0 10059 Mass Media One to One PR 39 36 35 31 30 30 29 26 28) Non-requested letter 29) Internet ad 30) Insert leaflet 31) Outdoor ad 32) Non-requested email 33) Events sponsorship 34) Logo projected on Bldg 35) TV sponsorship 9
  10. 10. MCA in 7 steps 2. How visible is your brand communication? i.e. What is your share of voice in the consumer’s mind? Influence is weighted by the memorization of brand activity (associations) for each contact Brand Experience Points (BEPs) is the common currency which enable to compare the contribution of each contact to the Brand Experience Associations Influent memorisation (BEP)Influence X = Brand Experience Share (BES): measure your performance (share of voice) versus the competition ©TNS 2012 Touch points effectiveness 10 Central measure of MCA trackings
  11. 11. MCA in 7 steps 3. What are the communication opportunities in your category? (1/2) Influence and memorization of brand activity (associations) are plotted to build the communication opportunity matrix: ©TNS 2012 Touch points effectiveness 11
  12. 12. MCA in 7 steps 3. What are the communication opportunities in your category? (2/2) Email from the company Statement inserts In-shop leaflets Talk to staff on the phone Talk to staff in shop Family Friend Requested letter Press articles Expert endorsement Cross-selling letter TV programme Seeing local shop Company website Posters inside shop Expert site Comparison site Newspaper ad Battlefield Contacts Leadership Contacts High level of association with brands High level of channel influence ©TNS 2012©TNS 2012 Touch points effectiveness Internet ad Online chat with advisor Logo projected on the Bldg Email from the company Call from company Non-requested email Best buy tablesTV sponsorship Local paper ad Radio Insert leaflet Non-requested letter TV ad Event sponsorship Magazine ad Outdoor ad Cross-selling letter Shop window posters Search Engine No existing spend Channels with existing spend Newspaper ad Potential ContactsUbiquity Contacts 12
  13. 13. MCA in 7 steps 4. What are the brand strengths / weaknesses on each contact? i.e. How is your share of voice built compared to the competition’s? Identify your competitive strengths and weaknesses ©TNS 2012 Touch points effectiveness 13
  14. 14. MCA in 7 steps 5. What contacts do the brand currently use/should use 1)at each step of the consumer journey, 2)in order to reach strategic consumer segments? Compare your strengths & weaknesses versus competition across the consumer journey and / or by consumer segment ©TNS 2012 Touch points effectiveness 14
  15. 15. MCA in 7 steps 6. What is the ideal contact mix? Key contacts for the brand (1/4) Which combination of contacts maximises the influent coverage of your brand? Statistical method: TURF (Totally Unduplicated Reach Frequency) 8 13 25 49 51 51 51 54 65 65 0 100 In-store Street Promotion Ad TV Friends' reco Special packs Cinema ad Newsp/mag Product Ad posters +5 80 25 55 70 7171 ©TNS 2012 Touch points effectiveness 15 In-store sample Street promotions Promotion Ad TV Friends' reco Special packs Cinema ad Newsp/mag articles Product display Ad posters The green curve represents the 10 first contacts that maximize the brand’s coverage, its influence and minimize contacts cluttering. The % shown indicate how many people are reached by each contact. The order of presentation of the contacts is the order in which the contacts maximize the 2 elements coverage & influence, and minimize at the same time cluttering. That is why some contacts may not come in the very first contacts though bringing much coverage. For example here, TV arrives only 4th position because it is a very cluttered contact; while the first 3 contacts allows to have a stronger differentiation vs competitors. The purple curve represents the % of influent memorization the brand can reach through these 10 first contacts. Here, when the 10 first contacts allow to reach 65% of the whole sample, it covers 80% of the experience with the brand (influent memorization - BEP).
  16. 16. MCA in 7 steps 6. What is the ideal contact mix? Synergies between contacts (2/4) The dendrogram is obtained via a hierarchical agglomerative clustering. The hierarchy obtained is visualized in a tree, called dendrogram. Two contacts are close if the interviewees that matched them to the brand show similar answers ©TNS 2012 Touch points effectiveness 16 that matched them to the brand show similar answers The idea is then to cut the branches, in order to have homogeneous and ‘logical’ sub-group of contacts (= contacts that work in synergy).
  17. 17. MCA in 7 steps 6. What is the ideal contact mix? Synergies between contacts (3/4) ©TNS 2012©TNS 2012 Touch points effectiveness 17
  18. 18. MCA in 7 steps 6. What is the ideal contact mix? Summary card (4/4) Are these key contact working efficiently? Where are the areas for improvement? Are some strategic ones missing? This summary card displays the study KPI’s for each of your brand key contact. Summary cards content are defined in accordance with your needs: ex. position in the opportunity matrix, category, position versus competition, brand image conveyed, affinity with consumer segments … ©TNS 2012 Touch points effectiveness 18
  19. 19. MCA in 7 steps 7. What is the ROI of your actions ? i.e. Are your actions efficiently building your brand and converting into market shares ? (1/2) A two level analysis of your actions’ ROI… 1. Do your communication invests convert into influent memorization? Do you succeed better than your competitors in converting your marcom spending into influent memorization? 17.0% 9.6% 4.5% 5.7% 6.8% 8.0% Cost per Experience point (Internal ROI) ©TNS 2012 Touch points effectiveness 19 * External ROI is delivered by contact and only for media contacts, where competitors investments are available. Budget % % of Experience Points (BEP’s) DM Digital In branch Indirect Mass Media One to One PR Sponsorship & Events 9.6% 14.2% 55.1% 4.0% 8.0% 9.7% 17.7% 22.7% 25.0%
  20. 20. MCA in 7 steps 7. What is the ROI of your actions? i.e. Are your actions efficiently building your brand and converting into market shares? (2/2) A two level analysis of your actions’ ROI… 2. Does the influent memorization convert efficiently into awareness, brand preference and market shares? How influent memorization is converted into Brand Building? Brand Interaction Ratio (B.I.R.) measures the capacity of a brand to nurture its awareness from recent contacts How Brand Experience is converted into business performance? The Brand Transaction Ratio (B.T.R.) evaluates its capacity to convert contacts into market shares ©TNS 2012 Touch points effectiveness 20
  21. 21. 72 MCA audits were conducted in Italy so far ©TNS 2012 21 Touch points effectiveness

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