Percept Media, the media planning, buying and evaluation arm of Percept Ltd, has entered into a strategic alliance with Pointlogic, a provider of integrated marketing communications and marketing ROI solutions. Through this alliance Percept will customise and localise the offerings from Pointlogic and apply them to Indian advertisers and marketers using consumer insights and expertise.
As media channels evolve, it has become increasingly difficult to compare the performance of each media channel. Percept and Pointlogic will offer consulting, modeling and easy-to-use customisable 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.
Commenting on this strategic alliance, Shripad Kulkarni, CEO, Percept Media, said, “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 optimise their future communications. The beauty of the application is that it covers the entire spectrum of integrated marketing communications.”
Peter Kloprogge, Founder & CEO, Pointlogic, added here, “India provides a huge opportunity for brands and as such also for agencies and consultancy firms helping clients introduce and optimise 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.”
A wide range of applications will be offered to 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 optimise and forecast the effect of future campaigns.
The tools utilised will 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 & distribution)
• Insights into effects of factors that cannot be influenced (weather, holidays, etc.)
Pointlogic specializes in business analytics for the marketing industry. Keeping in mind India’s current economic growth, Pointlogic plans to make India as one of their operational servicing hub for their global clients.
Percept with 62 offices spread across India and the Middle East, and capitalised billings of Rs 26 billion (FY11), works with over 600 brands across a wide spectrum of categories at any given point of time. 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.
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