| Integration's MCA is an innovative tool that addresses an urgent need of the industry: It analyses the whole communication portfolio in a category from a consumer point of view. It also looks at the ROI of the various activities and thus helps making marketing accountable. And it's no magic. It is based on a simple and solid consumer interview, from which a wealth of data is derived. |
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Hans Ulrich Krause, Global Media Research,
Procter & Gamble |
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MCA is a unique model to measure the impact of our marketing communications activities on the consumers' brand experience. |
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It complements researches aimed to measure the brand image in order to have a comprehensive view of marketing communications activities effects; |
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The metrics are simple and easy to share with managers from different backgrounds; |
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MCA can be used as a platform to manage the marketing communications in an integrated way; |
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Based on MCA results, we modified our marketing plan in a selected market by identifying areas of brand experience relevant to the consumers: The sales in the period for the specific products grew by 30% and positive changes were measured for "trustworthiness" and "good quality products" in our brand tracking; |
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Last but not least, Integration is a very professional and dedicated team that can support the client from the outset of the research to the implementation of the learnings. |
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| Vincenzo BRUGALETTA,
Global Integrated Communication Manager - Indesit Company |
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| It looks to me like Integration has managed to actually render what we always wanted: a model with constructs born of intelligent, creative hypotheses, consistent with the best of the literature, but then truly confirmed by appropriate empirical experience. In other words, Science done right. |
Dr. Lew PRINGLE, ex-Chairman & CEO BBDO Europe,
EVP of BBDO Worldwide and Associate Editor of
Marketing Science |
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| MCA drives effectiveness and efficiency with real consumer based metrics. It's a valuable enabler that ensures we deliver sustainable competitive advantage to our clients. |
| Nick Brien, WW President & CEO Universal McCann |
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| The Coca-Cola Company has tested the MCA methodology in many markets and has found that it is a unique tool to measure and compare the effectiveness of different marketing communication activities. The Coca-Cola Company acknowledges that the MCA methodology is based on certain critical techniques and concepts developed by Integration Marketing & Communications Ltd. including the MCA algorithm, questionnaire and models for calculating metrics and indicators useful for planning integrated marketing campaigns. The Coca-Cola Company and IMC have entered into a non-exclusive license relating to certain aspects of the MCA methodology. The Coca-Cola Company acknowledges that IMC has been a pioneer in the development and implementation of integrated marketing measuring methodologies. The MCA tool, including its algorithm and questionnaire, include proprietary information of IMC that can be a valuable marketing asset. |
| The Coca-Cola Company |
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