MUMBAI: Percept Media, the media planning, buying and evaluation arm of Percept Limited, has entered into an alliance with Pointlogic, which is an integrated marketing communications and marketing ROI solutions.
Under this alliance, Percept and Pointlogic aim to launch Integrated Intelligence Services encompassing custom research, analytics, expertise, media data and customised software to deliver better ROI for marketers.
Pointlogic founder and CEO Peter Kloprogge said, “India provides a huge opportunity for brands and as such also for agencies and consultancy firms helping clients introduce and optimize the brand value. On the other hand, it would be na?ve to think that practices from around the world would be immediately applicable in India where we’re dealing with a fast growing market, complex demographic profiles, huge differences per region, etc.”
Pointlogic has offices in New York, London, Frankfurt, Singapore, Amsterdam, and is head quartered in Rotterdam.
A wide range of applications will be offered to the Indian advertisers and brands. These tools are intended to provide a greater insight into the performance of past messaging, but also focus on how insights can be gained to optimise and forecast the effect of future campaigns.
The tools aid to garner insight into the ROI of media spends;
determine the media budget and the allocation among communication channels; optimal design of promotion policy; optimal anticipation of competitors actions; insights into effects of other marketing decisions (price and distribution); and insights into effects of factors that cannot be influenced.
Percept with its consumer insights and branding expertise will utilise these tools to measure the complete 360 degree communication campaign of the Indian advertisers including ATL, BTL, Social Media, Word Of Mouth and all other communication tools optimally.
“These tools will also strategise the communications planning, ROI modeling, targeting and segmentation for the Indian marketers. Thus increasing the efficiency in media buying and planning, media effectiveness and rating forecasting of their campaigns and guiding them to effectively bifurcate their communication spends in various media vehicles as per its efficacy”, the company said.
Percept Media CEO Shripad Kulkarni added, “The beauty of the application is that it covers the entire spectrum of integrated marketing communications. We are extremely confident that we will be able to add tremendous value to our clients’ communication process and herald a new chapter in brand messaging.”
