What is MCA?
We could not say this better ourselves:
"MCA is an innovative tool that addresses an urgent need:
It analyses the whole communication portfolio from a consumer point of view.
It also looks at the ROI of the various activities and thus helps making marketing accountable."
Hans Ulrich Krause Global Media Research at Procter & Gamble
We promote, deploy and deliver the following two distinct products
For enterprise & marketing management
For brand, marketing & communications management
Integration was founded two decades ago and has audited more than 35,406 brands among 2.3 million consumers across 523 categories,
90 markets and 40 languages.
The Market ContactAudit® (MCA®) is a research tool that quantifies how consumers experience brands through contacts or touch points by providing a series of metrics.
The objective is to develop the most comprehensive list of possible contacts, in consumer language.
New contacts are often probed with participants to be incorporated in the quantitative phase. The final outcome of the qualitative phase is a list of up to 35 contacts.
In market research, to measure and derive the influence of each contact in a given category/market.
To measure for each and every brand audited the perceived experience levels in each contact screened (brand-contact associations).
The CCF™ reveals which contacts are most influential. It is brand independent within a category.
The CCF score is synthesized from information value attractiveness value and selling power value.
A contact clout will vary from category to category. For example: A TV commercial is likely to be more influential than a branded website within the food category, while the reverse may be true in the mobile phone category.
Associations reveal which brands consumers connect with which contacts.
Associations by contact are collected for all the brands included in the audit.
Brands associations by contacts are multiplied by the weighting factor of CCF.
Some brands are well known for their TV advertising, while others may be recognized for their sports sponsorship activities.
BEPs™ are the product of brands associations with contacts and of the CCF of these contacts. They are the single currency for how effectively a brand communicates across different contacts.
As a single currency, BEPs can be added, compared, normalized across categories, markets and time.
BEPs are the only validated multi-contact-measurement... globally.
