Touchpoint mix modeling
CPG - food
Create an enhanced model and process for ideal touchpoint mix, powered by data analytics. The aim being to give clear direction to brands on the best mix of consumer activation touchpoints to invest in to grow their business.
Working with multiple brands and their agencies, in 10+ markets:
- Web semantic analysis research for audience insight, coupled with consumer U&A analysis to gain a 3-dimensional view of key audiences
- Data driven scoring of different touchpoints, and the creation of algorithms enabling pragmatic recommendation of best touchpoints to reach and convince key audiences about the brands
A new global process aligning marketing planning and A&P guidance spend per touchpoint.