BMC-15 · Marketing model · WCRC Brand & Marketing Codex
Campaign-to-Cart Bridge
Do our campaigns reach the point of purchase?
What it is
Follows a campaign from recall to purchase and shows where its effect is lost before the sale.
Built on the WCRC 50-parameter model · parameters used
- P1.5Campaign effectiveness
- P2.5Purchase intent
- P5.4E-commerce
- P1.2Unaided recall
Components
- Campaign recall
- Intent lift
- Commerce conversion
- Memory carry-over
How it is scored
Bridge strength = product of stage conversions. The span with the biggest loss is the priority fix.
Where and when to apply
- The campaign is remembered but sales do not move
- Tracking a product launch
- Gaps in retail or quick-commerce availability
Simulation · what-if
If commerce presence rises 5 points, the bridge score rises 1.25. The span with the biggest drop, for example from intent to commerce, shows where the campaign effect is lost.
Indicative, all else unchanged. Your actual reading comes from a WCRC assessment.
What the client gets
Bridge chart showing where campaign effect is lost
Taught at WCRC School of Business
India lens
Track the bridge through neighbourhood stores and quick commerce, not just online carts.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Campaign-to-Cart Bridge to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com