Touchpoint tracking

Date of publication: September 17, 2006

Company: MESH

Author: Fiona Blades

Abstract:

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints. For the first time marketers can see the impact on their brand of word of mouth, product usage or ambient activity alongside traditional channels like TV, online, radio, outdoor and press - all in one tool. Data is viewed in real time while consumers are experiencing the activity, so quick marketing decisions can be made as the campaign unfolds.

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