TNS_Touchpoints effectiveness

Touch points effectiveness

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Contents

1Our proposal 5

2Research Design: qualitative and quantitative phase

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3

6Confidentiality 32

7Term & Conditions 34

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3MCA in 7 steps 11

4Timing and Investments 27

5Standard quality Compliance 30

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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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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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.


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Deliverables

Final deliverables will be based on the quantitative phaseof the study. Qualitative phase will have the only aim toselect touch points and brands to be used in thequantitative phase.

If further objectives that contemplate specific analysisand reporting will be added to the qualitative phase, wewill 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 analysisand 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..)

MCA in 7 steps

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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?

6•What is the ideal contact mix?

7•What is the communication ROI?

MCA in 7 steps1. 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)

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 steps1. Which contacts are the most influential on the category ? (2/2)

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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

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MCA in 7 steps2. How visible is your brand communication? i.e. What is your share of voicein 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 thecontribution of each contact to the Brand Experience

Associations Influent memorisation (BEP)Influence X =� Brand Experience Share (BES): measure your performance (share of voice) versus thecompetition

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Central measure ofMCA trackings

MCA in 7 steps3. 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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MCA in 7 steps3. 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 channelinfluence

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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 postersSearch Engine

No existing spend

Channels with existing spend

Newspaper ad

Potential ContactsUbiquity Contacts

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MCA in 7 steps4. 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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MCA in 7 steps5. 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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MCA in 7 steps6. 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 1325

49 51 51 51 5465 65

0

100

In-store Street Promotion Ad TV Friends' reco Special packs Cinema ad Newsp/mag Product Ad posters

+5

80

2555

70 7171

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In-storesample

Streetpromotions

Promotion Ad TV Friends' reco Special packs Cinema ad Newsp/magarticles

Productdisplay

Ad posters

The green curve represents the 10 first contacts that maximize the brand’s coverage, its influence andminimize 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 veryfirst contacts though bringing much coverage. For example here, TV arrives only 4th position because it is avery 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 firstcontacts. Here, when the 10 first contacts allow to reach 65% of the whole sample, it covers 80% of theexperience with the brand (influent memorization - BEP).

MCA in 7 steps6. What is the ideal contact mix? Synergies between contacts (2/4)

The dendrogram is obtained via a hierarchicalagglomerative clustering.

The hierarchy obtained is visualized in a tree, calleddendrogram. Two contacts are close if the intervieweesthat 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 havehomogeneous and ‘logical’ sub-group ofcontacts (= contacts that work in synergy).

MCA in 7 steps6. What is the ideal contact mix? Synergies between contacts (3/4)

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MCA in 7 steps6. What is the ideal contact mix? Summary card (4/4)

Are these key contact working efficiently? Where are the areas forimprovement? Are some strategic ones missing?

This summary card displays the study KPI’s for each of your brand key contact. Summary cards content aredefined in accordance with your needs: ex. position in the opportunity matrix, category, position versuscompetition, brand image conveyed, affinity with consumer segments …

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MCA in 7 steps7. What is the ROI of your actions ? i.e. Are your actions efficientlybuilding 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 yourcompetitors 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 mediacontacts, where competitors investments are available.

Budget %% of ExperiencePoints (BEP’s)

DMDigitalIn branchIndirectMass MediaOne to OnePRSponsorship & Events

9.6%

14.2%

55.1%

4.0%

8.0%

9.7%

17.7%

22.7%

25.0%

MCA in 7 steps7. What is the ROI of your actions? i.e. Are your actions efficientlybuilding 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 intoBrand Building?Brand Interaction Ratio (B.I.R.) measures thecapacity of a brand to nurture its awareness fromrecent contacts

How Brand Experience is converted intobusiness performance?The Brand Transaction Ratio (B.T.R.) evaluates itscapacity to convert contacts into market shares

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72 MCA audits were conducted in Italy so far

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