MCA meaning in Contact ?
Answer: What is Market Contact Audit mean?
The market contact audit is a research tool, which measures the effectiveness of various contacts in a category using a common method and a common unit. Therefore, it provides a yardstick to understand which are the key contacts that drive the category, which contact points are working better for the brand and which are the ones where money should be saved. It is a planning process that helps in rationalizing and prioritizing the marketing and media spends.
The market contact audit measures how successfully brands use marketing communications to connect with consumers in two ways. First it recognizes that some contacts are more influential than others. So it measures the Contact Clout Factor – or contact influence for the important contacts in a given category and market. Then it recognizes that some brands execute better than others, so it measures brand experience for each brand in the category and market, by the degree to which consumers recall encountering brands in a contact.
BXG has developed a unique Voice of the Consumer (VoC) based Brand Experience methodology, universal ‘Brand Experience’ currency and analytics platform (powered by the Market ContactAudit® - MCA® that the group developed also) that provides quantitative category, market and brand-specific insights that inform responsible resource allocation and execution decisions and are strong predictors of brand health and market share growth.
BXG moved from single focus to two very different but overlapping markets, to build sustainable brands and for more effective and more efficient marketing.
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