MESH Planning

Tracking philosophy
TROI (Touchpoints Return on Investment) is a completely new way to track multiple touchpoints in one approach.

Today it is no longer enough to understand how TV advertising works, communications specialists need insight into the myriad ways that brands are touching people in their everyday lives. TROI has been designed to pick up any ways that people come into contact with brands, from TV advertising to in-store promotions to word of mouth, product usage, experiential and even ambient media. It captures these experiences in real time through the use of a participant’s own mobile phone.

The main components of TROI are:

• pre-questionnaire – to understand brand awareness, advertising awareness, favourability, image, consideration
• real-time tracking – to see when and where people interact with the surveyed brands
• online diary – for participants to comment on their text experiences and upload photos
• post-questionnaire – to capture data for ROI analysis, together with communications diagnostics
• online noticeboard (optional) – for clients and agencies to engage directly with consumers.

• Ability to evaluate any way (touchpoint) a brand interacts with people.
• Real-time tracking via a participant’s mobile phone.
• New ROI measures including Touchpoint Force, Reach, Frequency, Cost per Touchpoint.
• Unlike brand equity measures, Brand Energy indicates the future direction in which a brand is travelling. We can identify the contribution made by each media channel/touchpoint, both to Brand Energy and individual image statements.
• Analysis by time of day, day of week, campaign period, identifies exactly when and where people are most engaged with a client’s or competitor’s brand, allowing new insight into media planning.
• Rich qualitative comments, photos and video footage provide a new view into people’s real lives and how they come into contact with brands throughout their day.
• Real-time results via a dashboard for communications specialists to optimise their campaign as it rolls out.
• Team structure consisting of planning director, account manager, and research and project manager to deliver a new level of insight.

• Brand Energy*
• Touchpoint Force*
• Real-time reactions (message and context)*
• Positivity (indication of engagement)*
• Wearout
• Touchpoint Ratings
• Reach
• Frequency
• Spend Neutral Strategy Assessment
• Awareness

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR
Me purchasing
Other using
In-store display
Word of mouth