[Gallup and Robinson Home]
[Home]
[Services]
[Concept Testing] [Ad Pre-Testing] [Copy Testing] [Emotional Response] [Campaign Tracking] [Analytics] [Special Study Areas] [Custom Research]
[Knowledge Center]
[FAQ]
[Employment]
[Contact Us]
[Directions]

Marcom 360Tracking the impact of marketing communications

In today's rapidly evolving marketing environment, advertisers are facing significant challenges. Consumers are becoming increasingly segmented, media is fragmented, and the pace of technological innovation keeps increasing. There are new management mandates for improved accountability from all sectors, including marketing communications.

Enter Marcom 360.  It is a survey-based analytical protocol that measures the holistic impact of an integrated or multi-channeled marketing communications campaign while assessing the contribution of each component. These components may include media advertising, direct marketing, promotion, sponsorships and experiential events. Marcom 360 calculates the contribution of each of these categories to reach, purchase intent and sales, and then compares outcome levels between segments.

 

Key Benefits and Features:

  • Provides a unifying set of metrics for measuring across the communications "silos"

  • Customized to fit your precise needs

  • Can be ongoing or campaign-specific

  • Highly automated data processing and reporting further improves speed and value equations

  • Takes full advantage of the Internet to reduce costs, improve speed and strengthen stimulus exposure analysis

  • Concentrated upfront development phases make the system more cost-effective the more it is used

  • Ongoing validation demonstrate the business value of the program

  • Portable worldwide

C-Track | Echo | Marcom 360

Printer Friendly PDF

[Top]