The Effectiveness Link summarises what we do.

Based on our belief that software and analytics have the capability to support decisions throughout an entire marketing process, we have created The Effectiveness Link to clarify the marketing challenges that we can help you with. Each stage of the Effectiveness Link is substantiated with software to provide you with decision support using available data. The software contains the necessary marketing know-how and analytical methods, imparting knowledge that would allow you and your teams to make and substantiate better decisions.

Business

Better financial management of marketing

Brand

Identify and prioritise brand opportunities and threats

Communication

Select channels to increase influence on consumers

Activation

Assure the best delivery of communication

Evaluation

Measure the value delivered by marketing

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Pointlogic Bizpoint

Let’s face it. Validating and rationalising budgets is a process that involves many stakeholders, and is often a sensitive issue within brand companies. If you were tasked with taking the lead in a budgeting process, the likelihood of taking last year’s budgets while making a few tweaks here and there is high. Such an approach, however, won’t be optimal for the brand and product portfolio – navigating a landscape of ROI, short term vs long term, the need for market innovations, the need to sell manufactured goods, and reacting to competitor’s activities would all become too complex for a zero-based approach, which won’t satisfy various stakeholders.

Business

Pointlogic Bizpoint

Let’s face it. Validating and rationalising budgets is a process that involves many stakeholders, and is often a sensitive issue within brand companies. If you were tasked with taking the lead in a budgeting process, the likelihood of taking last year’s budgets while making a few tweaks here and there is high. Such an approach, however, won’t be optimal for the brand and product portfolio – navigating a landscape of ROI, short term vs long term, the need for market innovations, the need to sell manufactured goods, and reacting to competitor’s activities would all become too complex for a zero-based approach, which won’t satisfy various stakeholders.

Our Solution

We have developed the Pointlogic Bizpoint software solution as a customisable solution for your budgeting questions. The software will support a process where you, together with other stakeholders, identify and collect relevant information for the products and markets before turning that information into budgeting scenarios to evaluate and choose from. What is the expected market growth? How are demographics changing? What is the overall pricing trend of products? What is the strategic long-term importance of a market or product for a company? What is the impact of marketing spending?

Pointlogic Bizpoint
in action

An anecdote involving one of our clients at the time, a US based automotive manufacturer operating in Europe, illustrates the important role that Pointlogic Bizpoint had to play in their success. We helped in allocating a marketing budget across its largest brands, and across Europe’s big-five markets – UK, Spain, France, Germany & Italy. The results showed some significant reallocating of budgets. The highly recommended shift was to move money out of France, where US cars were simply not popular, into the UK, where the manufacturer had a real upside and had higher profitability. However, being organised around powerful brand managers and market managers triggered too many internal objections against the recommendation, and it was difficult to follow through. Adapting to circumstances, we then created scenarios that reallocated budgets but kept all brand and market-totals within a certain margin from previous budgets. The result was a big increase in effectiveness of marketing dollars as well as a budget that kept internal stakeholders satisfied.

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Pointlogic Brandpoint

Whichever way you look at it, identifying and focusing on the opportunities for your brand is at the heart of growing your business. If you put marketing dollars where there is no real opportunity, they will be wasted dollars no matter how well the execution. But in today’s world, brands can interact with customers in so many different ways, making the paths to purchase a lot more complex. This has increased the pressure on marketers to provide the right brand strategies, detailed planning of the overall customer experience as well as to understand and act upon motivations and barriers faced by customers during their customer journey.

Brand

Pointlogic Brandpoint

Whichever way you look at it, identifying and focusing on the opportunities for your brand is at the heart of growing your business. If you put marketing dollars where there is no real opportunity, they will be wasted dollars no matter how well the execution. But in today’s world, brands can interact with customers in so many different ways, making the paths to purchase a lot more complex. This has increased the pressure on marketers to provide the right brand strategies, detailed planning of the overall customer experience as well as to understand and act upon motivations and barriers faced by customers during their customer journey.

Our Solution

Pointlogic Brandpoint is a software and analytical solution to integrate various sources of information to help you find opportunities for brands and products, while providing a framework upon which brands and agencies can act towards the identified opportunities. The software will help you to identify opportunities concerning the product itself, showing the business case for pricing strategies and product innovations.The software will further help to identify the optimal positioning of your brand, either through emotional benefits or the personality projected by the brand. Finally we look at the possibilities in improving actual experiences that customers have linked to a customer journey. Combining these customer driven attributes with your core strengths and your ambitions provides a clear positioning and set of metrics to act upon.

Pointlogic Brandpoint
in action

A European online insurance company was about to launch in the segment of health care plans. The initial plan was to focus on price and customer service. The client approached us for a final check of the planned positioning. We applied the Brandpoint methodology, using a brand health survey, and were able to confirm their overall positioning. We also discovered certain strengths in their policies that showed to be real drivers of choice, notably ‘flexibility’, and the ability to customise the coverage. We developed the business case, highlighting a significant increase in expected market share if their product was associated with such flexibility. This became a core part of their launch and their advertisements. Eventually, their market share outperformed all expectations.

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Pointlogic Commspoint

Brands have so many options when optimising their customer communications that finding the right strategy can seem an overwhelming task. Faced with specialist agencies in every field, an ever-growing number of contact points and increasingly discerning consumers, it's not surprising that organisations see just as many marketing challenges as they do opportunities. However, with the correct processes in place and access to sophisticated data and insights, brands and agencies can build a collaborative planning environment in which to make the best choices on communications budgets.

Communication

Pointlogic Commspoint

Brands have so many options when optimising their customer communications that finding the right strategy can seem an overwhelming task. Faced with specialist agencies in every field, an ever-growing number of contact points and increasingly discerning consumers, it's not surprising that organisations see just as many marketing challenges as they do opportunities. However, with the correct processes in place and access to sophisticated data and insights, brands and agencies can build a collaborative planning environment in which to make the best choices on communications budgets.

Our Solution

Pointlogic Commspoint is a strategic planning solution that helps brands and their agencies identify the optimal communication channel mix for their goods and services. The Commspoint system uses extensive consumer and media expert surveys, as well as the latest data analytics techniques to isolate the best contact points for clients' campaigns. Commspoint understands media capabilities, media usage probabilities, spot duplication patterns, reach and frequency, costs and more, which the software can translate into influence. In other words, brands can see how communications are changing behaviour, preference and perceptions towards their product categories.

Choosing the right solution

Commspoint isn't a rigid one-size-fits-all platform; we shape our offerings towards fulfilling a variety of brand needs. This enables organisations to find a solution that best fits their unique internal working practices and company ethos.

Commspoint

The standard Commspoint solution provides a comprehensive analysis of how purchasing and consideration decisions are made across 50 paid, owned and earned media contact points. Our software tracks crucial information about the consumer journey that gives brands deep insights into understanding how people think and feel at various points during the buying process. These results provide key strategic inputs to help identify the optimal communication objectives and budget allocations for each contact point and channel. The outcome is a seamless strategic planning framework that offers brands and their agencies a detailed examination of consumer drivers across multiple product categories.

Commspoint Express

Commspoint Express is a fast, focused and cost-effective tool that is ideal for communication planning and brand strategy workshops. The solution provides crucial insights into a single category, allowing brands and agencies to explore how effective up to 40 contact points are for key communication tasks. By choosing one of approximately 200 product categories, organisations can use Commspoint Express to measure the strength of their brand against competitors and see how connected they are with relevant contact points. The tool provides quick and easy proprietary data that clients often utilise for planning sessions, agency pitches and strategic discussions with stakeholders.

Pointlogic Commspoint
in action

Commspoint is currently used by a large proportion of the world's agency groups and some major brands, especially large spenders on advertising. One of our agency network clients won a significant global pitch for one of our brand clients, and mentioned the importance of Commspoint during their pitch. We then collaborated with the client and agency to deliver a version of Commspoint that used data from both organisations. This approach led to an optimised system for the client, which was nicely embedded into working practices and processes across both the brand and agency. The system has since become the core of the strategic planning process.

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Pointlogic Pinpoint

We understand media. For two decades we have provided the market with media planning, buying and evaluation solutions for television, online media, out-of-home (we pioneered route-choice behaviour for OOH measurement), magazines and newspapers. Many agencies are still challenged by the client demand for optimisation of reach, flighting, and media procurement etc. Recently we are observing a clear movement towards planning and evaluation across multiple media simultaneously. This is changing as more and more markets adopt single-source data with media behaviour for various media, for example, TV, online media, magazines, newspapers, and mobile. In some cases, this also includes shopping behaviour. The challenge today is therefore to make these complex and large databases useful and assessable to media planners and buyers.

Activation

Pointlogic Pinpoint

We understand media. For two decades we have provided the market with media planning, buying and evaluation solutions for television, online media, out-of-home (we pioneered route-choice behaviour for OOH measurement), magazines and newspapers. Many agencies are still challenged by the client demand for optimisation of reach, flighting, and media procurement etc. Recently we are observing a clear movement towards planning and evaluation across multiple media simultaneously. This is changing as more and more markets adopt single-source data with media behaviour for various media, for example, TV, online media, magazines, newspapers, and mobile. In some cases, this also includes shopping behaviour. The challenge today is therefore to make these complex and large databases useful and assessable to media planners and buyers.

Our solution

Pointlogic Pinpoint is a portfolio of agency solutions used to optimise the precision planning of various media, in contrast to the broader level of communication planning as provided by Pointlogic Commspoint. The solutions handle all the complexities that come with data, mathematical optimisation, media duplication, and behavioural audiences etc inside the box, while providing users with a clear and user-friendly experience. Clients use Pinpoint to optimise the buy across a portfolio of brands, to understand and set optimal weights and frequencies, to manage cross media reach and frequencies as well as to analyse media behaviour from shopper profiles.

Pointlogic Pinpoint
in action

One of the largest advertisers in their category faced a challenge. Each year they spent hundreds of millions of dollars on TV airtime. They bought it at a corporate level, and then had to distribute among brands with different target audiences and objectives. Originally they experimented with existing solutions in efforts to optimise that distribution, but when Pointlogic got involved alongside their media agency, a drastic improvement took place – we generated a step change in efficiency with more brands getting more of the right audiences at greatly increased efficiency, averaging an improvement of 15% across the brands. Whether it is traditional media or new media, the payoff for applying specialist knowledge and analytics is there to be gained.

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Pointlogic Valuepoint

Many businesses are still clueless as to how effective their marketing communication really is. Even if there are reports reflecting the reach of media campaigns, or the media value of PR, CTRs and ‘Likes’ for digital activities, there is no integrated overview of the contribution various activities have on the metrics that really matter: sales, brand equity and the consumer relationship. Proper studies have shown that the best performing marketers have access to such an overview. Without such information, they would neither be able to hold informed discussions with agencies to improve the quality of their work nor identify areas of overspending and other forms of wastage. To improve the effectiveness of your marketing campaigns, one needs to first understand how effective one currently is!

Evaluation

Pointlogic Valuepoint

Many businesses are still clueless as to how effective their marketing communication really is. Even if there are reports reflecting the reach of media campaigns, or the media value of PR, CTRs and ‘Likes’ for digital activities, there is no integrated overview of the contribution various activities have on the metrics that really matter: sales, brand equity and the consumer relationship. Proper studies have shown that the best performing marketers have access to such an overview. Without such information, they would neither be able to hold informed discussions with agencies to improve the quality of their work nor identify areas of overspending and other forms of wastage. To improve the effectiveness of your marketing campaigns, one needs to first understand how effective one currently is!

Our Solution

Pointlogic Valuepoint is a solution to help you to understand the various media’s impact on the brand-consumer relationship. We provide granular results from the major (paid-) media as well as other ways that consumers interact with your brand, for example, PR, social media, sponsorships, and in-store. We understand that research using recall is biased, and has a smart way of avoiding such bias by merging with actual media reach and frequency data. We can narrow it down to understanding media synergies or the effectiveness of various creative executions. We can provide the return-on investments for various early stages of the path-to-purchase such as awareness and preference, or analyse how the media is affecting sales and your bottom line. The solution further includes software that allows you to analyse various budget scenarios, including changing the media mix and/or changing the overall budget. The software can be extended to the full functionality of Pointlogic Commspoint, thus delivering a fully integrated planning and ROI solution for media investments.

Valuepoint for Brand Owners

Valuepoint for Media Owners

Pointlogic Valuepoint
in action

A financial institution in Asia was looking to gain more control over their media budgets, to understand optimal budgets as well as improve the engagement with their partner agencies. We worked with the client and their existing research provider to deliver clear ROI results for the various media used during a new product launch. The modelling was done in two phases. First, we used respondent level data from their research for the ROI towards brand KPIs – awareness and preference). Next, we linked these brand KPIs with sales. The client is now aware of the actual impact of marketing towards the brand and sales, and how to achieve targets. An interesting observation is how this information is used to further change the marketing function. Not only are the results used directly to impact budgets, the fact based approach makes it a more metric driven process with the agencies. This is undoubtedly a process that the agencies warmly welcome and fully endorse.

Tim Foley

Managing Director

foley@pointlogic.com

+44 772 088 0212

Tim Foley

Managing Director

foley@pointlogic.com

+44 772 088 0212

Marcel van der Kooi

EVP Global Business

kooi@pointlogic.com

+31 10 281 60 60

Marcel van der Kooi

EVP Global Business

kooi@pointlogic.com

+31 10 281 60 60

Sjoerd Mostert

CEO

mostert@pointlogic.com

+31 10 281 60 60

What type of challenges can we help with?

There are various areas in which we can help you to improve the financial management of your marketing and branding budgets:

Budget allocation across brands and products
Budget allocation across various markets
Allow for various strategies using a zero-based budgeting approach
Report how various strategies impact your brands in various markets
Show expected shifts in sales and other KPIs
A central database with relevant information for budgeting
Defend and explain various scenarios