Touchpoint tracking - the journey to a viable model

Fiona Blades

This paper describes how we are building TROI (Touchpoints Return on Investment), a new approach to tracking multiple touchpoints.

Touchpoint tracking – the journey to a viable model

Fiona BladesMESH Planning Tools Ltd, United Kingdom

INTRODUCTION

Marketing communications have undergone a revolution in the last 20 years. Who would have thought in the 1980s that 20 years later online would be so important, that our understanding of word of mouth would have developed so considerably and that experiential marketing would demand serious budgets? Yet the research methods we have to evaluate these new communications channels have hardly changed.

We've adapted old techniques, such as the ad tracking studies of the 1980s, and taken them online but we haven't...

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