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.
As consumers become more demanding, brands must do more to communicate and engage effectively with their targets. However, with most companies conducting multiple communication activities across paid, owned and earned media channels, it's no surprise that many struggle to evaluate the success of their campaigns. Sophisticated data and analytical services can help brands measure communication effectiveness across multiple platforms. But why is this important and what are the benefits?
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. Everything from the name to the reach duplication algorithms can be custom built for each client. This has enabled us to create some great collaborative efforts with our clients where we have provided the functionality and algorithms and they have provided their vision on how strategic planning should work. The end result has been as unique and distinctive as their fingerprint to ensure the platform will breed and bleed your agency’s unique planning philosophy.
There are probably as many planning frameworks as there are agencies. To a degree, they all reflect the historic minimalist framework of Awareness Consideration and Action. From those humble roots, there is a wild proliferation of structures. Some emphasize journeys and path to purchase. Some prefer a non-linear approach, while others will favor disruption and other dynamic strategies. What they all share in common is that we at Pointlogic listen patiently, get close to the heart of the approach and then come up with a plan to deliver data and insights with screens and calculations, that are designed to allow the agency to give voice to their specific way of looking at the world.
In this document, we will look at the dimensions within which these collaborations have come to life.
While video-on-demand, or VOD, viewing has increased significantly in the past decade, networks have struggled to monetize that audience beyond the traditional C3 and C7 metrics, which only account for viewing up to the first seven days after a program initially airs.
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Pointlogic, A Nielsen Company releases its syndicated Consumer Journey platform in the Netherlands, with Havas Media as launching partner.
Facebook, Google and WhatsApp in the top-3 of the BrandIndex BUZZ Mexico 2016 ranking The ranking measures the perception of Mexican consumers on more than 250 brands and 16 Key Performance Indicators (KPI)s.