TouchPoints Works: 10 years on
The guide provides a wealth of examples of where agencies (including Carat, Maxus, MEC, PHD and more) have gained insights from the unique TouchPoints data; from understanding a consumer’s day, to looking at mood; evaluating word of mouth; providing context for communications; analysing shopping expenditure; channel planning; creating bespoke fusions; profiling and data matching and enhancing qualitative data.
It also showcases examples of where media owners (including C4, The Guardian, Radio Advertising Bureau, Sky and more) have created commercial advantage from TouchPoints, from defining a new marketing approach through better segmentation; to providing cross platform accountability for media brands; developing a new behavioural planning tool; combining customer data to maximise communication delivery and time-based targeting. (Read how Mediacom and Sky fused TouchPoints to the Sky Consumer Survey to maximise targeting and understand purchase intention, here.
In addition, the guide explains how TouchPoints contributes to wider industry debates, including behavioural economics and advertising effectiveness; and discusses the upcoming TouchPoints work regarding the measuring of cross platform reach across TV and Facebook.
Says Lynne Robinson, Research Director, IPA: “It is ten years since the IPA launched the TouchPoints initiative to address the growing agency need for consumer centric, independent and industry available data which could be used to plan and evaluate the growing number of cross channel and platform campaigns. At that time we had little idea just how complex the communications landscape would become and how essential TouchPoints would be in the communications decision making process. We hope that the examples we are showcasing in this guide will inspire our subscribers to get even more from TouchPoints and use the data in ever more diverse and creative ways.”
The guide 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