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Just over a year ago, Pointlogic became part of Nielsen. This was always likely to be one of the more interesting mash-ups in marketing measurement. On the one hand, there was a global leader in data and research with databases spanning media and buying behavior (Nielsen). On the other hand, there was an agile software and analytics specialist with a big reputation for custom and proprietary solutions at the heart of client strategies (Pointlogic). There are areas where Pointlogic teams aligned with the needs to deliver critical currency data innovations and there are reverse situations, where Nielsen are learning and bringing to market some of the innovative Pointlogic products. This article is a quick catch-up on how things are going.

In the world of currency media data, we understand that everyone needs to see the same numbers. However, for communication planning it is vital that the planning tools used blend with and complement the frameworks and thinking that the agencies work with. Commspoint was designed from the bottom-up to support such alignment.