Chorus
The Challenge
Organisations today face a complex task when devising their marketing-communications strategies: How to make the best use of the host of channels available, while managing multiple partner agencies. Detailed decisions must be made on exactly how much to spend per channel in order to achieve the necessary ROI, but each channel’s unique characteristics make it tough to compare media directly. And all the while, different internal players and agencies – often with diverse and contrasting needs -- all need to be fully informed.
The Solution
Chorus is a unique package, combining modeling services, consultancy and software. It adds consistency and objectivity to the process of managing marketing budgets and devising media campaigns. Within a Chorus project, we collate brand- and market-related data, together with qualitative insights from marketing-communication professionals. Following we use powerful modeling resources to analyse and model relationships within the data, as well as how it relates to marketing goals.
Pointlogic also provides hands-on workshops where marketing-communication professionals can fine-tune the modelling insights, based on front-line expertise. Output from these workshops is fed back into Chorus, which holds all of the available data and then applies quantitative techniques to calculate how resources can best be utilised to achieve campaign goals. Chorus makes direct use of industry data on rates and reach of channels to ensure that channel performance is balanced against cost.
The Results
With Chorus, marketing-communication professionals can:
- Set annual budgets for media activities
- Reduce risks attached to budget spend
- Identify how much to spend on a communication task
- Better predict the effects of campaigns, in relation to campaign goals
- Gain deeper insight into the market
- Inform all partners involved in the planning process in a way that is meaningful to them
- Improve management of agencies and data suppliers
- Generate short-term and long term increases in sales
In The Workplace
US pharmaceutical giant Pfizer recently used Chorus to facilitate marketing-communication planning for one of its major brands. The planning scenario was hugely complex, with multiple targets for the brand, including doctors, and more than 15 channels under review, including above-the-line, below-the-line, traditional and non-traditional media.
The modelling and analysis phase utilised tracking data, prescription data, qualitative research and secondary research, supplemented by workshops with experts. The results were delivered in a customised software tool, which included optimisation and predictive capabilities.
By using Chorus, Pfizer was able to gain significant insights into setting annual and task-by-task media budgets.
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