TNS, a global market and insight group, has launched Market Contact Audit (MCA) in India. MCA is a research tool that measures the effectiveness of various contacts in a category using a common method and a common unit. It provides a yardstick to understand which are the key contacts that drive the category and which are the ones where money should be saved. It is an effective planning tool that helps in rationalising and prioritising marketing and media spends.
Integrated Marketing Communication (IMC) is the owner and developer of the proprietary MCA technology. The company develops tools and processes to measure and improve the effectiveness and cost efficiency of marketing communications and customer engagement. TNS is the only market research company with whom IMC has a strategic alliance on the MCA technology.
Eric Fredericks, Chairman, IMC, said, “MCA is a innovative tool that addresses the urgent need of the industry. It analyses the whole communication portfolio in a category from consumer point of view. It also looks at the ROI of the various activities and thus making marketing accountable.”
Fredericks explained that the MCA was an approach to measuring consumer engagement with contacts. MCA provides marketers with a common currency to compare the clout and cost efficiency of the different communication channels (contacts). More than 65 per cent of the top 100 global brands are working, piloting or scoping MCA-based solutions. The examples of contacts include mass media, one-to-one communication, events and sponsorships, and articles in the press, among others.
TNS has recently used MCA in conducting the 2007 Syndicated Market Contact Audit study on the Indian automotive industry.
Pradeep Saxena, Senior VP, TNS India, said, “With the explosion of medias, it is becoming increasingly difficult for a marketer to know which media is working for a brand and which is not. Which media is effective in image building, which one is effective in imparting information and which one has the highest impact on purchased decision? And this is not just conventional media such as TV, press and outdoors. There is huge spending on road shows, event sponsorships and even test rides, among others.”