Are you leveraging your path to
Hans Raemdonck
purchase as a path to growth?
3. H
ow can we measure reach and model the
impact of different touchpoints? 4. H
ow can we understand the role of touchpoints
in the path to purchase?
The most influential touchpoints are the sales person
and several specific types of websites, i.e. websites of
telecom service providers, websites of specific e-tailers
and shopper comparison websites. Ipsos has developed
a unique way of modeling touchpoint influences - Ipsos
Bayesian Nets – which allows us to identify causal
relationships between sales, touchpoint encounters and
pre-trigger brand preferences. As such, it helps clients
to better allocate resources behind different touchpoints.
(See Figure 5). The different touchpoints fulfill different roles (see
Figure 6). The sales person guides consumers in their
decision making. The websites and e-tailers provide
detailed, objective and trustworthy information on
product features.
Figure 5
rived influence of different touchpoints
Derived influence of different touchpoints
Talked with a salesman in store
26%
Talked with a salesman in store
A website from a telecom service
A website from a telecom service
provider
26%
A shopper comparison website
A shopper comparison website
A website from a telecom specialist
A website from a telecom specialist
WHAT DOES IT MEAN ?
12%
12%
provider
General online webshop (Market place)
General online webshop (Market place)
WHAT DOES IT MEAN ?
11% 11%
9% 9%
8%
8%
CONSUMER
AT AT
CONSUMER
LEVEL
LEVEL
If a brand is mentioned
If a brand is mentioned
by a sales person
to a to a
by a sales person
consumer, this
consumer, this
increases this
increases this
consumer’s propensity
consumer’s
propensity
to buy this brand with
to buy
this brand with
26%
26%
8