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.

This method enables the level of influence of each contact point (POS materials, TV, radio, web, hotline, brochures etc..) to be determined for a particular market and category of goods or services and measures the “Brand Experience” (a single unit of measurement for all contact points) generated by each contact point and for each brand in a specific market.  These data are then associated with the spend incurred in activating the contact points and with the market share generated for the products or services concerned.  This provides key indicators and more detailed insights so that better decisions can be made for the most efficient allocation of spend across contact points.

In summary,  this method enables the calculation of the ROI of the investments made in Marcom relative to the contact points which are activated and thus provides a basis for the management of Marcom investments on a continuous basis.

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