Sky and MediaCom put TouchPoints into action
The case study outlines how, by striving to continually improve the delivery of their plans based on purchase intention, Sky and MediaCom recognised the opportunity that TouchPoints presented if fused with their own Sky’s Consumer Survey. This meant that Sky’s bespoke customer segmentation could be analysed against all the TouchPoints attributes and then used within the Channel Planner to explore and optimise coverage and frequency options.
Read the case study click here.
This chapter is contained within the IPA’s TouchPoints Works guide which is free to members and £50 to non-members. It is available as a pdf here or a hard copy here.
For further examples and information about the latest TouchPoints 5, visit the TouchPoints section of the IPA website.
Last updated 07/11/2014