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ColumnHow do you analyze the effect of Cross Communication?

Recently, we are often asked, "How do you analyze the effect of Cross Communication?"
In the case of single-media communications like television commercials and Internet advertisements, there are clear indexes such as GRP (Gross Rating Points) and impressions, and methods for analyzing effects, for the most part, have already been established.

When analyzing the effect of Cross Communication, however, it seems like there are no clear indexes to let you know what to measure, and no clear analysis methods either. Furthermore, in the case of Cross Communication, it is important to effectively select multiple indexes and analysis methods according to the communication theme and the specific requirements.
Now, The Dentsu Cross Switch Team has systemized the effect analysis methods for the Cross Communication.

Approaches to Analyzing Cross Communication Effects (1) The Planning Process Perspective

When we hear the term "effect analysis," there is a tendency to look at what happened after the communications; that is, as an evaluation of the results. Of course, evaluations of results represent an important area of effect analysis, but in addition to evaluating the results, it is also important to predict the effects at the planning stage, and to tune up the campaign even while it is being implemented.

In other words, it is important to analyze effects at each step of the PDCA cycle (Plan→Do→Check→Act).

Three Planning Processes

Three Planning Processes

© 2012 The Dentsu Cross Switch Team

Approaches to Analyzing Cross Communication Effects (2) The Analysis Goal Perspective

In addition to the planning process perspective, it is important to take into account the goal of the analysis: "What do we want to analyze?" At Dentsu, we divide the analysis goal into the following four categories:

The four goals of effect analysis

The four goals of effect analysis

© 2012 The Dentsu Cross Switch Team

A. Defining and evaluating the roles of Contact Points
What types of roles are played by each Contact Point in a given communication strategy, and what effects are achieved?
B. Effects of combined Contact Points
What types of communication effects are achieved by using multiple Contact Points (as compared to individual Contact Points)?
C. Path (actions before and after contact)
What actions does the consumer take before and after coming in contact with the Contact Point? What is the process of contacts with Contact Points leading up to a purchase?
D. Cost effects
What level of investment effects and investment efficiency can be achieved by communication measures? Were the effects achieved in keeping with the investments?

Systemization of effect analysis methods

From the two perspectives noted above ((1) Planning processes and (2) Analysis goal), we have systemized Dentsu´s methodologies for Cross Communication effect analysis.

By effectively selecting the most appropriate methodology for a given application, it is possible to conduct a detailed effect analysis that is customized to each planning process and the goal of communications, and at the same time to gain a systematic understanding of Cross Communication effects.

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© 2012 The Dentsu Cross Switch Team