Evaluation

Measure the value delivered by marketing

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.

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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.