accurately separate the inuence of individual con-tacts, and you risk misreading reality and misdirectingspends. This best practice should be put in place evenwithin silos, although this birds-eye view is most effec-tive if centered within the client. There, it can encom-pass all disciplines and force them to come togetheras a team to drive efcient brand building.Fortunately many of the tools for the job are alreadyin place. Market mix modeling links a wide range ofhistoric marketing activities directly to sales response;it covers the more signicant spends in the differentcommunication disciplines and delivers a bedrock ofmarketing understanding and performance bench-marks for the brand. In a shorter time scale, multivariateanalysis of well-designed tracking research effectivelydisentangles multiple and more granular inuences onattitudinal indicators of success. Our proprietaryCrossMedia approach separates the relative effectsof a wide range of managed communications whilealso taking many other inuences into account. Thesemight include what people experience of the brand andservice, what they hear from other people and sourcesabout the brand, and what retail marketing activitiesthey encounter. Within each of these broad areas, itlooks at the inuence of key activities of interest to themarketer, which might include customers’ experiencethe business is not impossible, but it does demandtenacity. That tenacity will produce signicant rewardsif a new initiative is found to create a better return thanhistoric activities.Jim Taylor from Mediaedge:cia concurs that whileinitially responsibility for 360 communicationsplanning may sit with any one of the plethora ofspecialists — media agencies, communication inde-pendents, ad agencies, integrated below-the-lineagencies, management consultants and even researchagencies — ultimately brand companies will come toown it. In an article about the future of communicationsplanning (
, May 2006), he said “Clients willstart to want to pull control back from their agenciesand, for many, communications planning may proveto be the mechanism for this.”We agree that communications planning is simplytoo big and too central to the marketing function tobe delegated to an outsider. But the other reason thatclients should take over this role is that only the clientwill have access to a real 360-degree view of theconsumer and the true communications investment.
Given that there is only so much budget to go around, it is only natural that indi-vidual specialists will focus on maximizing their part of the communications mix.So who is looking across the big picture?
360 Consumer Research Forces Integrationand Drives Efciencies
Successful 360 communications put the consumerat the heart of all efforts, with a focus on obtaining acost-effective consumer response. It is the consumerwho is the real “integrator” of 360 communications,and only consumers can tell us or show us how it is allworking — that is, what all the different brand contactsare making them feel, think and do. The only way tounderstand this in a way that can inform businessdecisions is through genuinely holistic insight andevaluation. If you don’t take all brand contacts intoaccount when you are evaluating activities, you cannot