This spring 2011, the RBC Financial Group’s Chair of E-commerce from HEC Montreal launches imarkscore!
This new study aims to assess the quality of the interactive presence of Quebec and Canadian companies.
In partnership with Leger Marketing, the interactive assets of over 80 companies belonging to ten different industries will be evaluated by a total of nearly 6,000 consumers in Quebec and Canada.
Based on a model firmly anchored in scientific literature, imarkscore establishes a clear link between the antecedents and consequences of the quality of the interactive presence, which demonstrates its strategic importance.
As ofall the research done at the RBC Chair, imarkscore benefits from a solid methodology that ensures rigorous data collection and analysis, as well as unbiased results.
Indeed, imarkscore is based on both 1) the opinion of consumers concerning their Web experience – from search engines to the actual website - and 2) expert advice on the emerging communication channels such as mobile and social media.
The study consists of an index reflectinga global perspective of your presence on all these interactive channels. Year after year, the study results can be compared and combined with those of other businesses and industries, as the RBC Chair intends to conduct this research on a yearly basis.
In a customer-centric perspective, imarkscore allows you to understand which channels and which factors have most influenced the progress of a strategic positioning, which makes it an invaluable managerial tool for companies.
Comparing ourselves with others is a good way to learn more about us, and is all the more useful to establish a strategic positioning. A major part of the competition between Quebec and Canadian companies also takes place in the field of interactivity, which is why it is important to hoist your company up there with the best in the industry.
In the fall of 2011, the RBC Chair will publish a first compilation of the rankings based on the 2011 imarkscores. The unveiling of these results will be held at HEC Montreal as part of a special event. Companies that would like to participate are invited to contact us.
To learn more about imarkscore, visit the RBC Chair’s website and subscribe to the imarkscore Facebook page and Twitter feed.
Contact: Sylvain.Sénécal@hec.ca Tel.: 514-340-6980