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Touchpoint Evaluation
A "media agnostic" approach to determine the allocation of marketing investments across consumer touchpoints in order to maximize the reach and conversion of value opportunities
Today's consumer is bombarded with messages and offers from an ever-widening array of channels or touchpoints. Many agencies and consulting firms endorse marketing mix models that compare aggregated measures of impact to weekly marketing expenditures. At Targetbase, we believe the answer to maximizing the return on marketing investments lies in understanding the value of the consumer being reached by the touchpoint and the subsequent value of that touchpoint to the consumer.
- Understanding the value of the consumer reached by the touchpoint allows the organization to maximize marketing plans based on a solid financial metric of conversion probability.
- Understanding the value of the touchpoint to the consumer allows the organization to modify the information, offers or service provided at each touchpoint to maximize the probability in consumer action.
Applied together, across all major touchpoints used by the organization, this approach provides a diagnostic and prescriptive system that was created by, and remains unique to, Targetbase.
Benefits
- A marketing plan that is maximized based on the value opportunity in the marketplace
- A blueprint for execution including where and how much to spend by touchpoint
- A system that "learns" from experience (i.e., response/reaction models) and "improves" over time
Assets
- 30 years of marketing plan evaluation
- 20 years of direct marketing ROI evaluation
- Proprietary methodologies for assessing value opportunity and impact
- Proprietary approaches to reaching high-value consumers in-market
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