https://vimeo.com/654965683/66a38b4952

https://vimeo.com/654967819/bcb0424548

After going over the first 4 steps, Direction - Analysis - Content Assets - Campaigns, our plan is ready and we should do 3 things:

• Review the Plan - to check the quality and make sure there aren’t any gaps
• Submit the Plan - for formal approval
• Finalise (Close) the Plan - once approvals have been received

Reviewing the Plan

Review Plan is the 3rd section in the Summary step. Here we can look at the plan synthesis from 3 perspectives:

1. Effort - what frequencies per channel and segment we have planned?
2. Budget - what is the overall budget required and breakdown by campaign?
3. Message Coverage - have we sufficiently covered each communication objective by enough touchpoints?

Effort

The effort table presents a summary of the touchpoints planned on each channel and for each segment. The frequency numbers are calculated automatically from the campaign by counting the number of touchpoints planned, for example a frequency of 6 on F2F for Segment 1 means that we have planned a total of 6 touchpoints across all campaigns on the F2F channel which we have assigned to Segment 1.

                                                                                  Effort table

In the effort table for each of the targeted segments we can view consolidated data by channel and total segment level as well as a consolidation across all segments and channels:

• By channel columns:
  • Number of customers in the segment (same for all channels)
  • Set the target coverage - what % of the segment we want to target with that channel
  • Frequency:
    • Simulation - the number of touchpoints on that channel form the selected scenario in the simulation found under the Plan column
    • Total - the number of touchpoints per customer on that channel that were planned in the campaigns
    • By scope - the number of touchpoints per customer on that channel in which we address the specific product or disease
  • Total touchpoints = # touchpoints/customer x # customers in segment x coverage
  • Unit Cost = channel_cost per contact
  • Total Cost = Unit Cost x # Total Touchpoints
• Total Row at Segment Level
  • Planned MCQ: the sums of channel frequencies multiplied by the channel weights (SUM(channel_freq x channel_weight)). If F2F is awarded a weight of 1, the total represents the equivalent in F2F calls of the planned frequency mix. The total frequency is calculated for: simulation, total and also touchpoints per product. NOTE that these are planned frequencies and not expected reach.
  • Total Touchpoints: represents the total number of touchpoints to be delivered through all channels to all customers in the segment. It is the sum of total touchpoints by channel. We do not use the channel weights for calculating Total Touchpoints
  • Cost: represents the cost of delivering the total touchpoints and is the sum of the Total Cost per Channel

What is the difference between total touchpoints and touchpoints per product/disease?

We define a touchpoint as a single interaction between the customer and the company (it can be both personal or non personal). In the same touchpoint we can address multiple products, these are typically called details (product details). For example we can have a Touchpoint with 2 details.

Example: Let’s consider that we plan 6 touchpoints on F2F for Segment 1 and we want to address both Product 1 and Product 2. We could have 3 details on Product 1 and 3 on Product 2, meaning that we actually discuss a single product in each touchpoint (interaction). Alternatively if we had 6 details on Product 1 and 6 on Product 2, that meant we had 2 details in each touchpoint (interaction).