Business

Better financial management of marketing

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.

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

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

There are several sides to brand strategy, and our solutions reflect that. Here are some ways in which Pointlogic Brandpoint can help with:

  • Decision support and workshop designs to build a brand strategy
  • Uncovering the true drivers in a category for purchase, loyalty, and advocacy
  • Simulations to show the effect of changing (or launching) brand offerings and personalities
  • Identifying the potential of a messaging strategy
  • Prioritizing and valuing customer journey stages
  • Determine which channels work hardest to increase media ROI

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

Here are some communications planning challenges that Pointlogic Commspoint can help you with:

  • Enable better briefings on communication goals
  • Holistic research on the power of channels toward communication goals
  • Identify optimal mix between communication channels
  • Link to reach optimisers, for example, using Pointlogic Pinpoint
  • Enhance phasing and flighting of campaigns
  • Substantiate decisions with meaningful charts and reports
  • Customise the system to align with your working practices
  • Deploy for one brand in one market, or for multiple brands in multiple markets

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

In general, Pointlogic excels at any type of tactical and/or operational planning. Here are some examples of issues Pointlogic Pinpoint can help you with:

  • Cross-media planning
  • Spot level TV planning
  • Multi-campaign TV allocation
  • Print planning
  • Outdoor planning
  • Custom made TV optimization engines

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

Our Pointlogic Valuepoint solutions will answer questions such as these that follow:

  • Understand the contribution of each media towards brand KPIs and sales
  • Compare the ROI of various creative executions
  • Analyse synergies between media and creative executions
  • Find the level of diminishing returns and avoid wastage
  • What-if analyses, for example, changing budgets, changing media mix
  • Analyse relationship between media costs and optimal media mix

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

Solutions Contact

What happens when you contact us?

For each solution, there is a specialist ready to provide you with information about the software, the modeling and the next steps.

Should you inquire access to Pointlogic software and data products or solutions for common download, installation and software registration issues, please check our FAQ section on Pointlogic Support

For commercial support please contact a professional via the Contact page.