- What is the brand’s position compared to its competitors in terms of market share and dynamism?
- Which touch points represent a strength /weakness to the brand?
- Which touch points represent an opportunity/ threat to the brand?
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Have a look at some basic reports on the Brand XP portal
Choosing your Touch points is like mixing notes into a symphonic orchestra
You can’t manage what you don’t measure
During the last decade the way to engage with consumers has changed enormously. Not only due to media fragmentation, the rise of digital touch points and the variation in devices, but also the consumers taking control of the communication. This evolution forced advertisers to change their marketing communication & planning.
However many brands do not succeed in implementing an Integrated Marketing Communication. The use of different touch points needs a structured and systematic approach to be able to communicate common communication idea across these various touch points.
Moreover, the marketing mix is often lacking a common currency to measure the effectiveness of touch points. Without a common metric, 360° communication campaigns often result in a cacophony of soloists rather than a symphonic orchestra.
The unique contribution of Brand Experience Monitor™ is to provide common KPI’s that allow advertisers to write this “communication score” made of melodies and touch points harmonies, serving the objectives of the brand and the profitability of investments.
- Brand Experience Monitor™ - a two-step diagnostics
Our starting point is a well-known observation: touch points are NOT neutral and have a different value. The same message will have a different effect when sent by mail, displayed on a website, aired on TV or told by a friend.
This is why we first measure each touch point’s capacity to influence attitudes in a given category, that is to say its ability to inform, to make brands attractive and help purchase decision. Based on these three dimensions, we calculate a level of influence for each Touch point.
These influence scores are used to weight recall of actions of each brand for each touch point. The common currency, the brand experience point (BEP), is similar to a GRP. This currency gives a comparable common consumer perspective for each touch point available for each brand in a given category.
This common “effectiveness” of touch points illustrates the ability of the brand to develop influential contacts with consumers within the category.
The correlation of the Brand Experience Share with the brand’s market shares has been validated in 37 countries and 64 product categories and is significant (R² = 0.8 and above).
- Category Learning
- Which are the most influential touch points?
- Which are the most differentiating touch points in the competitive context?
- Which touch points are below the visibility threshold of the market?
- Brand Learning