Tutorial 3

Question 1

Touchpoints (3)

Answer 1

Paid - touchpoints or activities that a company (or its agents) generates eg tv ad, online ad

Owned - touchpoints or media activities that a company (or its agents) directly controls
Eg website, store

Earned - touchpoints or media activity that is not controlled by the company (or its agents) but generated by third parties eg wom, reviews

Question 2

Categorisation by Chanel

Answer 2

80% of consumers interactions with a brand include both offline and online touchpoints. However mobile touchpoints take a steadily increasing share

Question 3

Key takeaways

Answer 3

Consumers can use a variety of external sources to gather info; companies need to identify the relevant touchpoints

Need to distinguish between paid owned and earned, offline and online, brand, partner and consumer owned touchpoints

Consider how touchpoints are aggregated into categories (eg not distinguishing between offline and online) as it influences results

Info on how often consumers encounter each touchpoints is important, but can be misleading as less frequent touchpoints can be the most crucial for decision making

Question 4

Making good decisions as a manager requires for crucial skills

Answer 4

Making decisions based on critical thinking and a structured decision process instead of management by intuition.

Extracting, analysing and interpreting info from text, frogs and data ( as well as achknowleding missing info)

Making reasonable assumptions and judgement calls in the light of limited info

Solving problems efficiently and thinking out of the box

Question 5

Pareto principle

Answer 5

Pareto principle = 80% of overal results are driven by 20 of inputs (80/20 rules)

Eg 20% of social media posts generate 80% of the traffic
80% of quality failures originate from the 20% of the tasks

Question 6

Key takeaways

Answer 6

Making good decisions as a manager require 4 crucial skills:

Making decisions based on critical thinking and a structured decision process instead of management by intuition

Extracting analysing and intepreting info from texts, graphic and data

Making reasonable assumptions and judgements call in the light of limited info

Solving problems efficiently and thinking out of the box