- Applied when clients want to optimize their communication mix budget across various channels to better grow their market shareApplied when clients want to optimize their communication mix budget across various channels to better grow their market share
- ICOM evaluates if market spend is optimized through various means available to get in touch with the customers: mass media, internet, in the store POS, sampling etc.
- It identifies quantitatively, the best way to get in touch with your customers and prospects as well as determines the optimum budget allocation for each and every way in the communication mix
- ICOM uses a simulator for evaluating communication mix scenarios. For each scenarios it calculates a brand communication share validates against market share and assesses the related ROI.
- It uses a prospective model (as opposed to the common retroactive method) that is independent of previous market spends.
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