More omnichannel transparency thanks to Required Contact per Conversion (RCC) measurement

Based on our solution advertisers can now for the very first time ever precisely determine the impact of their advertising campaign. To make this possible, we created a single currency: the RCC.
The RCC (Required Contacts per Conversion) indicates the amount of contacts needed to generate a specific conversion across on- and offline channels.

15000

RCC TV

3800

RCC Out of Home

25200

RCC Print

14590

RCC Social Media

Example:

Your company has run an advertising campaign to promote your new soft drink sold in supermarket chains. Your media mix contained channels such as TV, out of home, print and social media. Highly sophisticated and scientifically validated algorithms are now able to correlate reach (contacts) and conversion (sale of soft drinks). Among other factors, influencing factors such as weather, seasonality, etc. are also taken into account. After your RCCs have been calculated, the following results will be displayed:In this example, out of home was your best performing channel, while print required 25’200 contacts to one specific conversion.

Decisions can now be made on the basis of these results: For example, it can be seen that the print channel is inefficient in comparison. For the next media planning, the focus can now be placed less on print and more on the OOH channel. To obtain a further dimension of comparison, the costs per conversion (CPC) can be calculated. The amount of the costs is also included, which can be an additional aid to decision-making.

I would like to calculate the RCC figure for my own campaigns.

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