A paper on Touchpoints-ROI (TROI) will be presented at the World Multi Media Measurement (WM³) conference to be held from 3rd to 6th June 2007 in Dublin, Ireland.

TROI is an innovative system that allows marketers to track consumer interactions with their brands ("touchpoints") in real-time, via mobile phones. TROI provides 360-degree quantitative data on touchpoints with respect to channels, timing and impact on target audience. It also delivers qualitative insight from the open-ended comments, pictures and movies provided by consumers.

The approach was developed by UK based communications research agency MESH Planning and is available in Japan under license from JMI.

The paper to be presented at WM³ has been jointly written by Fiona Blades, co-founder of MESH and Kathryn Parsons, Channel Planner at advertising agency Ogilvy & Mather UK. Ogilvy & Mather have successfully used TROI with their clients in FMCG and automotive industries.

This methodology is effective not only for optimizing product layout in vending machines, but also for the evaluation of POP materials used on such machines to promote purchase of certain products.

For more information please contact:

TROI in Japan, Jeff Matsui:

TROI in UK (& global), Fiona Blades: fionablades@meshplanning.com

WM³ conference:  Click Here