MCA Methodology and digital contact points

Integration Group IMC  Ltd. has just published a study which is a “must read” on the influence of digital contact points (Web sites, Newsletters, Banner ads, etc..) in customer communications.

This study is the fruit of an extensive analysis over several years of major international brands by Integration (IMC) using the MCA® Market ContactAudit®, methodology together with contextual data.

It provides a measure of the impact of digital contact points relative to each other (Web sites, Newsletters, Banner ads, etc..) and relative to other traditional contact points (TV, radio, billboards etc..)

MCA® is a methodology developed by IMC which enables the measurement of « Brand Experience », and provides an evaluation of  the contribution of each Marketing or Marcom activity to the Brand experience.

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More on “Marketing Ressources Management”

Marketing Resource Management (MRM) solutions facilitate the automation of marketing processes and tasks and typically cover the following:

  • Financial planning & management
  • Project management
  • Dynamic calendars
  • Production management
  • Digital asset management
  • Localisation and distribution of marketing materials
  • Online campaign management (from segmentation to results analysis)
  • Management reporting and performance measurement

Marketing organisations face two challenges:  to communicate more (because of an increasing number of products, channels, markets & market segments, shorter product lifecycles etc..) whilst financial and human resources are becoming more and more scarce.  To overcome this it is becoming imperative for Marketing organisations to increase their productivity.

At the same time Marketing organisations are being challenged  to measure their contribution to Corporate objectives and to be accountable for their budgets:  Surveys show that it is now one of the top priorities for 90% of companies.

With MRM solutions, Marketing Departments have the means to be at the heart of the Corporation and  become a profit centre for its activities. MRM solutions are a tool  for management to allocate and track resources and enable increased productivity.

A number of software companies operate in this space.

More on the Chief Marketing Officer Council

Marketing Highways is a member of the Chief Marketing Officer council and represents it in France.  The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 6,000 members control more than $200 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide.

Meetings are held with the objective of sharing knowledge and thoughts around key hot topics for CMO’s.   Studies and white papers are also made available following research undertaken internationally by the CMO Council.

To become a member you can submit a request by clicking on this link:

For more information, you can contact us through our contact request form.

More on the CMO Council
In total, the CMO Council and its strategic interest communities include over 20,000 global executives in nearly 100 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE),, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center, the Forum to Advance the Mobile Experience (FAME), and the cause-directed research initiative, Pause to Support a Cause. More information on the CMO Council is available at