MCA™ is category and market specific; it provides a universal metric - a common currency – to measure the effectiveness of a brand’s diverse Marcoms initiatives from the consumers’ perspective. These initiatives – which create contacts with the target audience – are usually a mix of mass and specialized media, point-of-sale, one-to-one (CRM), sponsoring, and indirect (word-of-mouth, PR).

MCA™ monitors if and how consumers connect with and experience brands through individual contacts (Brand Experience Points – BEPs, the universal metric) and through all contacts combined (Brand Experience Shares – BES). Consistent correlations with Market Shares at 80% + validate the importance of monitoring Brand Experience Shares as an indicator for Marcoms effectiveness.

Marcoms efficiency can be measured either holistically by monitoring the total Marcoms costs per percentage point of Brand Experience Share, or at the level of each contact, by comparing the costs involved in activating a particular contact to the number of Brand Experience Points that contact has generated.

More than 500 audits have been carried out for Fortune 500 companies in all major categories and markets. MCA™ has been validated by INSEAD Faculty.