The METRIC of Cost Per Touch (CPT).

One of the most controversial and potentially confusing aspects of any marketing campaign is measuring the results, due in no small part to the proliferation of media and media outlets that have exponentially increased in the last 20 years.

The messages keep piling on making a relevant and meaningful connection with a customer all the more important. In the advertising industry Cost Per Touch (CPT) has become the metric most recently bandied about in search of a quantifiable standard. This informal survey of the Experiential Marketing Forum’s (www.experientialforum. com) 3,500 members from 159 countries and sovereign nations examines the current international climate in terms of CPT as a metric to determine effective communications.

According to Erik Hauser, founder/moderator of the forum, “Our members have said they’ve been getting increasing numbers of Requests for Proposals that include requirements for measurable results, and we wanted to determine to what extent CPT has become a standardized measurement for the industry. The goal of the EMF is to help arm its members with the information, resources and research they need to answer their RFPs, present their concepts by using because they can prove the experiential marketing methodology builds Acquisition Through Experience.”

To view report CLICK on link below (Adobe Acrobat Reader required):
http://www.ixma.org/pdf/EMF_Survey2_Results.pdf>

Skip to content