Abstract:

The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment. This paper outlines a new consumer-centric framework that addresses issues of channel planning and budget allocation by bridging the world of consumer and shopper to quantify the role and influence of each touchpoint along a consumer's journey to purchase; and measuring the impact of all potential brand touchpoints - from advertising to non-advertising, from traditional to digital media, from word of mouth to point-of-purchase.