Modelling - Complex Math, Simple Results

The moment marketing activities are recognized as an investment, it is necessary to quantify their effects (ROI). Pointlogic has wide international experience in effectiveness studies for advertisers from a large range of industries like FMCG, pharmaceutical, automotive, financial & telecom.

An important instrument that is being used to get this insight is the use of econometric marketing mix models, which tries to reveal relations between factors that marketers can influence (price, media, distribution, etc.) and the desired outcome (sales, profitability, brand awareness, etc.).

Experienced professionals

Pointlogic has a team of professionals that are skilled in using sophisticated and proven econometric techniques to uncover such relations. Because of our mathematical strength and knowledge about how media works for a brand, we go beyond the skill-sets of most traditional offerings. On top of that we have the ability to work on huge databases with respondent or individual-level modelling. Effective econometrics is about skills, experience and technology: Pointlogic can supply all three.

Wide range of applications

When these relations have been found, it not only gives great insight into past effects, but more importantly you can use this insight to optimize and forecast the effect of future campaigns.

As a result the applications are diverse:

• insight in the ROI of media spending;
• determining the media budget and the allocation among channels;
• determining the effective frequency & flighting strategy;
• optimal design of promotion policy;
• optimal anticipation of competitor's actions;
• insight into effects of other marketing decisions (price & distribution);
• insight into effects of factors that cannot be influenced (weather, holidays, etc). 

Easy-to-Use Software

Pointlogic delivers modelling results in easy-to-use software applications (e.g. dashboards). Instead of having presentations lying on the researcher's desk, the software allows the user to create "what-if" scenarios that are easily shared with colleagues or partner agencies.