Communication

Select channels to increase influence on consumers

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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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.