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Pointlogic, A Nielsen Company releases its syndicated Consumer Journey platform in the Netherlands, with Havas Media as launching partner.

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Whitepapers
24/7/2017
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.
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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?
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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.
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“As audiences continue to migrate toward on demand viewing options, third-party measured VOD consumption data in tools like Nielsen Media Impact will give media buyers better insight into how these potentially valuable audiences could play an impactful role in brand communications strategy" - Peter Sedlarcik, evp Havas Media Group.

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On the 13th of June, Pointlogic will give a lunch lecture at Delft University of Technology, explaining students how to use data science to obtain insights in the media behaviour of consumers.

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Whitepapers
29/5/2017
Every marketer wants to improve their ability to influence brand relationships. That might mean understanding that marketing is a “long game” and we have to win people over before they are even thinking of buying. Or we might learn that decisions are made late in the day and the right message tone and channel can grab a purchase just as it is being put into the shopping basket. All this comes to life when we use a consumer journey framework to organise our consumer exploration. The consumer journey is currently a hot topic in media and marketing, as businesses move away from traditional purchase funnels and look for a more holistic way of analysing customer decision-making. Pointlogic and Tapestry are at the forefront of this evolution.