Beyond Media Plans

Brand experience strategy

Hans Ulrich Krause
Procter & Gamble
and
Oscar Jamhouri
Integration


Background: A Robust Technique to Measure the Intrinsic Values of Contacts from the Consumer's Perspective

Connecting a brand with its consumers with measured effectiveness is crucial to the implementation of successful and profitable brand programs (Figure 1). After all, 'you cannot manage what you cannot measure'.

While stochastic modeling programs have had some success in correlating different brand activities to business results, they can be unwieldy and expensive.

By measuring what consumers perceive, rather than what they receive, the Market Contact Audit represents a robust complementary approach to measuring the effectiveness of brand activities.