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.

1. Touch points effectiveness
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Touch points effectiveness
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2. Contents
1
Our proposal 5
2
Research Design: qualitative and
quantitative phase
7
3
6
Confidentiality 32
7
Term & Conditions 34
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3
MCA in 7 steps 11
4
Timing and Investments 27
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Standard quality Compliance 30

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
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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.
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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
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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
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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;
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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. MCA in 7 steps
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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 ?
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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?
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•What is the ideal contact mix?
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•What is the communication ROI?

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):
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Information value
Attractiveness
Importance in the
purchase decision
INFLUENCE
(Contact Cloud Factor - CCF)

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)
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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
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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
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Central measure of
MCA trackings

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:
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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
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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
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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
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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
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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
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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. 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
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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. MCA in 7 steps
6. What is the ideal contact mix? Synergies between contacts (3/4)
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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 …
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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)
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* 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. 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
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21. 72 MCA audits were conducted in Italy so far
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Touch points effectiveness