Analyses the impact of touchpoints on brand perception

The Integrated Communication Evaluation (ICE) quantitatively determines which image aspects are decisive for the acceptance of a brand, and which touchpoints have an influence on that image. Touchpoints may include concrete experience with a product, personal conversations and contact with sales personnel as well as all bought, owned and earned media. Separate impacts are calculated using structural equation models based on survey data and correlated to media spending. ICE provides important findings for optimising the media mix.