TROI
One holistic approach revealing multiple new insights
Fiona Blades & Kathryn Parsons
Abstract
In a communications world going through massive transformation, TROI (Touchpoints Return on Investment) was born out of frustration at the inability of traditional advertising research to look much further than TV. With real time tracking using SMS at its heart, TROI picks up multiple touchpoints from TV to word of mouth to ambient activity in one approach. We first talked about TROI at the ESOMAR Congress in September 2006 using self-funded case study material. Since then MESH Planning and Ogilvy have been working with some of the top 10 clients in the world using this innovative approach. We are seeing data we’ve never seen before. This is providing fresh insight on areas previously unexplored and opening up the usefulness of the data to a wider audience. We welcome the opportunity to share our, often surprising, findings and their implications for our industry with other advertisers who are looking for new insights to drive campaign planning or are grappling with the complexities of understanding how a multi media campaign is performing.
Fiona Blades
Mesh Planning Tools, UK
Fiona Blades co-founded MESH Planning in January 2006, following 20 years in marketing and advertising. Until December 2005, Fiona was Planning Director at Claydon Heeley, London and it was here that she became frustrated with the limitations of research tools to evaluate integrated campaigns. Following her MRS award for Best New Thinking in 2005, she developed a new approach for tracking multiple touchpoints, TROI (Touchpoints Return on Investment), and launched MESH as a communications research agency in September 2006.
Kathryn Parsons
Ogilvy & Mather, UK
After graduating in Classics from Cambridge University, Kathryn joined Conde Nast working within publishing and editorial at the likes of Tatler, Johansens and Vogue. She joined the Ogilvy Group in 2004 on a rotation scheme which involved working across all disciplines and companies. For the past 12-months, Kathryn has worked as a Channel Planner, a role preformed across all disciplines within the company (digital, activation, advertising and direct). Her role involves seeking out the most effective ways in which a wide variety of brands can most effectively connect with and influence their target audiences. Believing that insight generation is the key to this process, Kathryn has worked closely with Mesh Planning to deliver bespoke consumer, category and channel research.
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