Valuepoint: Advanced Media Analytics and Channel Planning Software
It is an important part of any marketer’s role to run campaigns that boost the performance of a brand, while measuring the success or failure of a particular campaign through key performance indicators (KPIs) such as sales, awareness or purchase consideration. To fully understand the effect of a campaign, marketers need to be able to assess the individual contributions / efficiency of each media touchpoint individually or in combination.
Marketing Mix Modelling is a valuable tool for marketers to measure the effectiveness of their investments and optimize future activities. In addition, Pointlogic has developed a completely alternative solution, called Valuepoint where the modelling is based on understanding from the perspective of individual consumer and then rolling up from there to see the bigger picture.
Brand Health is a result of consumer beliefs and behavior, as such we need a respondent-level approach to understand media effectiveness.