To offer Pointlogic services to Indian advertisers and marketers using consumer insights & expertise.
BestMediaInfo Bureau | Delhi | June 6, 2011
Percept Media, the media planning, buying and evaluation arm of Percept Limited, entered into a strategic alliance with Pointlogic, a world renowned player providing integrated marketing communications and marketing ROI solutions. Through this alliance Percept will customize and localize the world class suite of offerings from Pointlogic and apply them to Indian advertisers and marketers using consumer insights & expertise.
As media channels evolve it has become increasingly difficult to compare the performance of each media channel. Percept & Pointlogic will offer consulting, modeling and easy-to-use customizable software solutions for communication planning, ROI modeling, targeting and segmentation to Indian companies. Percept will apply Pointlogic methods and tools leading to services to gain a competitive advantage in the media and communications domain. It’s the first true consumer centric and holistic approach adopted by an Indian agency assessing all the different ways consumers interact with brands leading to an integrated management of marketing communication.
Pointlogic specializes in business analytics for the marketing industry. Its mission is to help clients increase their influence on customers. Pointlogic has a true global perspective with clients’ covering a total of 60 international markets. As the Indian market is seeing lot of global players entering the Indian market and keeping in mind India’s current economic growth, Pointlogic plans to make India as one of their operational servicing hub for their global clients.
The state of the art tools of Pointlogic entails easy to use software solutions like Compose, Chorus, M3, Modelling etc which will measure all communication campaigns including ATL, BTL, Social Media, Word of Mouth and other vehicles of communications optimally. The tools will help as a guide for advertisers of different sectors to effectively bifurcate their communication spends in various vehicles as per media efficacy. The flexible & the lucid application of the software provides cutting edge research & advanced mathematical modeling to enable clients to make smart decisions in different industries. This seamless usage of application is currently used by various sectors in over 60 international markets. These tools will be a boon for the Indian market considering the sector diversity.
Percept with 62 offices spread across India and Middle East and capitalized billings of INR 26 billion (FY’11) works with over 600 Brands across a wide spectrum of categories at any given point of time. Combined with almost three decades of in-depth knowledge of Indian advertisers and brands, this partnership with Pointlogic will translate into applying fresh analytical thinking to their clients’ communication needs and further bridging the gap between brands offerings and consumers needs. The software will be tailor-made to the Indian sensibilities of the business by applying powerful mathematical modeling techniques and tools to generate a deeper insight into clients’ choices and offer concrete, software-based solutions.
The objectives and strategies of the client’s communication campaign will be carefully considered before the application of various tools. Percept Media will processes these diverse variables and translate these insights into creating communication plans that influence the stimulators for the brand in a positive manner for the identified target audience.
A wide range of applications will be offered to the Indian advertisers and brands. These tools will not only provide a greater insight into the performance of past messaging, but also focus on how insights can be gained to optimize and forecast the effect of future campaigns. The tools utilized will aid to garner:
Ø Insight into the ROI of media spends
Ø Determine the media budget and the allocation among communication channels
Ø Optimal design of promotion policy
Ø Optimal anticipation of competitors actions
Ø Insights into effects of other marketing decisions (price & distribution)
Ø Insights into effects of factors that cannot be influenced (weather, holidays etc)
Commenting on this strategic alliance, Shripad Kulkarni, CEO, Percept Media quoted, “We are extremely happy to partner with Pointlogic for this unique venture. Pointlogic is globally recognized as a pioneer in analytics and creating specialized software tools and applications that are easy to use, customize and apply to domestic markets. This alliance will translate into a great boon for the Indian corporations and brands who will not only be able to review the effectiveness of their past campaigns but also efficiently optimize their future communications. 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.”
Peter Kloprogge, Founder & CEO, Pointlogic 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 naïve 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. We have no doubt that Percept Media is the right partner as they add an enormous amount of local knowledge & expertise and the ability to operate full-service within the Percept Group. We are extremely happy with this partnership and truly believe the combination will prove pivotal in moving the marketing industry in to the next level.”