The IPA has published TouchPoints Works 2, which showcases a series of outstanding case studies from the past couple of years that demonstrate how media channel subscribers are using TouchPoints to deliver business insights which differentiate their brands and drives commercial value.
The guide provides some great examples from agencies and media owners covering four distinct areas:
- Investigating consumers’ daily live daily lives including their mood and mode and identifying key moments. Examples from Carat, Havas, Mindshare, MEC, UM, Starcom, Kinetic,
- Channel Planning - to show how different channels can be evaluated to enable the construction of more effective media plans. Examples from Global Radio, DCM, MC&C, OMD, Posterscope and Royal Mail MarketReach
- Device usage - how and when people use different devices both singularly and together. Examples from the BBC, Mediabrands, and Thinkbox
- Innovative uses of the TouchPoints time- series methodology. Example from Newsworks.
Says Lynne Robinson, Research Director, IPA: “The report highlights the outstanding work being delivered by TouchPoints’ subscribers in our increasingly complex media world. It emphasises that TouchPoints is an essential data set in the communications decision-making process. We hope that the examples in our guide will inspire all our subscribers to use the data in ever more diverse and creative ways.”
The guide is free to IPA members and subscribers and £50 to non-members or non-subscribers. It is available as a pdf here or request a hard copy here. For more examples and information about the latest TouchPoints 2016 please visit the TouchPoints section of the IPA website.
Last updated 21 September 2020