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Whitepaper: Revolutionize your channel planning with Commspoint Influence

1. Executive summary (Approx 150-200 words or 0.5 pages) Formatted: Font: 16 pt, Bold

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Marketers have more options than ever before when it comes to consumer engagement. In theory, 0.25" + Indent at: 0.5"
tThat should make communication easier, but of course, the challenge is to find the right ways to
communicate. That depends not just on the category or brand, but on the types of people we are
seeking to connect with, and the message we want to put out. There are a huge number of variables in
play, so finding the right contact points and messages for a particular audience is where the new Formatted: Font: Bold
challenges for agencies and brands lie.

Our focus is not on whether to use one newspaper or website versus another, but instead of focusing on Formatted: Font: Not Bold
how different types of media can come together to deliver and emphasise a message by using their
different strengths in reach, power and efficiency. At no time in human history have there been more
types of media that can be used to communicate and converse with consumers and while this world can
be sinuous for agencies, Pointlogic can help you to navigate itthat world. The solution that we Formatted: Font: Bold
propose is Commspoint Influence, a leading global strategic planning platform that will improve your Formatted: Font: Bold
strategic planning and will lead to happy clients, by simply selecting channels to increase influence on
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consumers.

In this whitepaper we will explain how does Pointlogic Influence work, how customization can
match clients specific planning approach, will showcase the features that make Influence the
best option for agencies, and will exemplify applied case studies by showing how we achieve the
right objectives for a campaign.

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2. Commspoint Influence Formatted: Font: 16 pt, Bold, Highlight

The solution that we propose isCommspoint Influence is a planning platform that helps successful Formatted: Font: Not Bold

agencies to identify the right objectives for a campaign and provides a comprehensive analysis of how Formatted: Font: Not Bold
purchasing and consideration decisions are made. Formatted: Font: Not Bold
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Commspoint Influence helps to assemble the best combination of media with which to influence the
consumers who the brand wishes to talk with. These results provide key strategic inputs to help identify
the optimal communication objectives and budget allocations for each contact point and channel.

The outcome is a seamless strategic planning framework that offers brands and their agencies a detailed
examination of consumer drivers across multiple product categories. Commspoint Influence - a leading
global strategic planning platform that helps successful agencies to identify the right objectives for a
campaign and to assemble the best combination of media with which to influence the consumers who
the brand wishes to talk with.

Commspoint Influence - a leading global strategic planning platform that helps successful agencies to
identify the right objectives for a campaign, provides a comprehensive analysis of how purchasing and
consideration decisions are made, and to assemble the best combination of media with which to
influence the consumers who the brand wishes to talk with. These results provide key strategic inputs
to help identify the optimal communication objectives and budget allocations for each contact point
and channel. The outcome is a seamless strategic planning framework that offers brands and their
agencies a detailed examination of consumer drivers across multiple product categories.

Based on a proprietary research survey fine-tuned over 10 years of development, Commspoint


Iinfluence helps agencies to get better briefing inputs from their clients and sequentially to achieve a
consensus view on the campaign objectives.

In turn, the strategic planning phase is more grounded in empirical data and better supported for crucial
decisions on which channels to support and how much support is enough. All in allOverall, this adds up
to the simple belief that using Commspoint Influence will improve your strategic planning and that will
lead to happy clients and a more successful agency.

Advanced analytics transform the data into reach and effectiveness curves and powerful optimisation
engines are hosted in a software that is so simple to use, that clients frequently pick it up and go even
before training.

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In this whitepaper we will explain how does Pointlogic Influence work, how customization can Formatted: Font: 12 pt
match clients specific planning approach, will showcase the features that make Influence the
best option for agencies, and will exemplify applied case studies by showing how we achieve the
right objectives for a campaign.

2.3. Introduction : From (Commspoint) Journey to Influence


Brands have so many options when optimising their customer communications that finding the right
strategy can seem an overwhelming task. Faced with specialist agencies in every field, an ever-growing
number of contact points and increasingly discerning consumers, it'sit is not surprising that
organisations see just as many marketing challenges as they do opportunities.
However, with the correct processes in place and access to sophisticated data and insights, brands and
agencies can build a collaborative planning environment in which to make the best choices on
communications budgets.

The Commspoint media-planning tool contains two subsequent focus areas, Commspoint Journey and
Commspoint Influence.

Image 1: Consumer Journey stages

Commspoint Journey tracks multiple stages in the consumer journey and provides you valuable insights
into buying behaviours. The relationships between brands and consumers have been turned upside
down. Instead of brands running the show with all the terminology of “targets” and “campaigns” they
are now challenged to keep up with consumers who define trends, share them, review the attempts of
brands to keep up and all the while live in a world with thousands of media options both broadcast and
personally curated. This world can’tcannot be managed with funnels. A focus on consumer journeys is
the modern framework that can help.

Despite its strengths, Commspoint Journey is just one piece in the marketing planning puzzle. The
software has a channel ranking system that enables brands and agencies to identify key contact points,
but for more detailed planning and activation tasks, users should then work with Commspoint
Influence.
Image 2: Commspoint Journey – Brief – Commspoint Influence

With sample groups consisting of thousands of buyers, extensive planning features and valueable
insights across 60+ paid, owned and earned media contact points, Commspoint Influence can build
upon the insights learned in Journey to produce a robust media communications plan that covers all
the bases.

[PLACE HOLDER FOR AN IMAGE TO SHOW THE FACT THAT THEY CAN WORK TOGHETER BUT ALSO
AUTONONIMOUS]

Nevertheless, let us delve deeper into the insights and features of Commspoint Influence.

Commspoint Journey and Influence can be used together to provide you with support through the
complete media planning process. However, both tools can also be used autonomously depending on
your needs.

Our focus is not on whether to use one newspaper or website versus another, but instead on how
different types of media can come together to deliver and emphasise a message by using their different Commented [LD1]: Added this in the intro
strengths in reach, power and efficiency.

Nevertheless, let us delve deeper into the insights and features of Commspoint Influence. Formatted: Normal, No bullets or numbering

3.

4. The Pointlogic approach - Commspoint Influence


How does Commspoint Influence work?
Commspoint Influence is constantly evolving to meet the changing needs of marketers, with agencies
and brands able to use Pointlogic data, their own research or a combination of the two. Nevertheless,
the basic flow is simple.

 Briefing

Although we aim to deliver the answers to a brief, the clarification of the brief is in itself one of the
strong deliverables of the software. It hosts de-tailed detailed briefing sessions, which can include a top
to bottom review of the brand and its status and pull in the views of the team and third party data piped
in via APIs and other links. Aligning and clarifying objectives is a great start point for any campaign.

Commspoint Influence flow starts with completing the briefing and telling the tool, all you know about
the brand, its situation and objectives.

Image 3: Briefing screen Commspoint Influence – EDIT THE IMAGE @LAURA

 Audience

The Audience section of Commspoint Influence allows you to create and compare various audience
groups with each other. Through the whole tool, it is possible to select the audiences of your interest
and to check the results and effectiveness for each of these target audiences.

Later on in the tool, it is also possible to run scenarios on segments you have created yourself.
Image 4: Audience screen Commspoint Influence

The Audience section of Commspoint Influence allows you to create and compare various audience
groups with each other. Through the whole tool, it is possible to select the audiences of your interest
and to check the results and effectiveness for each of these target audiences. Later on in the tool, it is
also possible to run scenario’s on segments you have created yourself.

 Reviewing  CHANGE THIS TITLE TO INSIGHTS.

After this comes the review phase, where agencies review the summary of objectives and make some
choices about what to focus on. Strategic aids such as channel rankings and infographics help to make
some broad choices about who is on the list.

This phase of the tool also contains a selection of channel performance and channel reach curves.

[DO WE NEED TO ADD ANYTHING ABOUT INSIGHTS HERE?]


Image 5: Reach curve Commspoint Influence

Image 6: Effect curve Commspoint Influence

This phase of the tool also contains an selection of channel performance and channel reach curves.
 Planning

Based on your campaign objectives and target audience, Based on your campaign objectives and target
audience the powerful plan building engines can give recommendations about the actual budget
allocations and what the plan might deliver. You can perform either a manual plan in which you enter
budgets for the channels of your interest, or an automated plan in which the tool calculates the most
optimal budget allocation per channel.

Image 7: Plan builder Commspoint Influence

You can either perform a manual plan in which you enter budgets for the channels of your interest, or
you can perform an automated plan in which the tool calculates the most optimal budget allocation per
channel.

 Reports

Finally, the evaluation phase in Commspoint Influence allows you to compare and evaluate the various
plans you set up in the planning phase. A wide range of reports, all highlighting different aspects of
effectiveness, enables that Commspoint is a very transparent and easy to understand planning tool.

Finally, the evaluation phase in Commspoint Influence allows you to compare and evaluate the various
plans you set up in the planning phase. A wide range of reports, all highlighting different aspects of
effectiveness, makes for a very transparent and easy to understand planning tool.
Image 8: Task Profile Commspoint Influence

Image 9: Compare plans Commspoint Influence


Image 10: Plan Reach Commspoint Influence

XXXX Commspoint Philosophy/Commspoint Data XXXX or DATA


VERSUS ANALYTICS XXX
5. Data vs. Analytics
An effective planning platform is based on data, analytics and the software itself and seeing the fact that
Commspoint Influence is data neutral, thisthat means it can run on multiple sources of intelligence.

However, as a minimum, we need to understand the reach of channels and their power or suitability.
This data can come from many places: our own successful Commspoint Influence Research, which runs
our US syndicated service and proprietary versions powered by large-scale client surveys and global
datasets of effectiveness studies. These can be respondent level data hosted in the tool or online results
databases pulled in through APIs and other methods.

Irrespective of the data sources, the analytics have a crucial role. We need to turn the surveys and other
data into response curves to capture the diminishing returns known to govern any media exposures. We
also need to understand how the media can reach people so that our manual and optimised plans can
faithfully replicate the likely reach that each channel can bring. A host of other technical factors must be
managed from time based decay rates to duplication between media.

The software brings it all together. Commspoint has evolved to deliver a wide range of functions and to
address the proprietary thinking of our agency and client partners. Word clouds, doughnuts, tiles and
curves, all have a place alongside more traditional visualisations and everything can be easily exported
in a variety of formats.

Image 11: Plan Reach heat map Commspoint Influence

5.6. Client Benefits How can we help our clients?


For each of the steps it supports, Commspoint Influence is a feature-rich yet easy to use platform. Some
of the client benefits of Commspoint Influence are: things it can help do include:

- It wWorks at respondent level and create custom targets quickly and easily;
- It cCombines Pointlogic data with industry sources through the ability to implement fusions with
any dataset;
- It fFeatures that support ‘on the fly’ creation of custom channels, that are fully integrated into
the rest of the tool;
- Its rReach and frequency curves are customised for all media and editable within a project;
- Every project contains eEffect curves and frequency guidelines within every project;
- There are iInsights to support strategic planning from channel ranks to correspondence maps;
 It is backed up by Ppowerful optimisation engines that can handle a wide range of constraints
and guard rails;
 It helps marketers to identify the differences in reach, power and efficiency across channels;
 It has a broad spectrum of traditional and digital communication channels, enabling our clients
to work with more than 60 paid, owned and earned media options;
 It displays the results via highly visual and interactive response curves that highlight diminishing
returns and take into account multiple technical factors such as media duplication and time-
based decay rates;
 It is designed to help clients produce briefs and build a more cohesive consensus approach to
campaign objectives;
 It is suitable for single market and global network deployment, so it strengthens the strategic
planning phase by ensuring communication channel decisions are more accurate and data
driven.

Our software covers a broad spectrum of traditional and digital communication channels, enabling users
to work with more than 60 paid, owned and earned media options. Choosing the best combination of
media for delivering and emphasising a brand message is never easy, but the process has never been
easier than with Commspoint Influence.

Commspoint Influence helps marketers identify the differences in reach, power and efficiency across
numerous channels. These results are displayed via highly visual and interactive response curves that
highlight diminishing returns and take into account multiple technical factors such as media duplication
and time-based decay rates.

[PLACE HOLDER IMAGE OR VISUAL]Ultimately, the platform is designed to help clients produce better
briefs and build a more cohesive, consensus approach to campaign objectives. Suitable for single market
and global network deployment, Commspoint Influence strengthens the strategic planning phase by
ensuring communication channel decisions are more accurate and data driven. Nevertheless, let us see
how it works.

6.7. Customisation – A tool that can follow your agency


philosophy Commented [LD2]:
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Impossible to find a specific communication channel? Businesses are able to customise their own
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channels that can be fully integrated within the tool, so that campaigns reflect the specific resources at
an organization’s disposal. As we previously mentioned, Commspoint Influence is data neutral, which Commented [LD5R2]:

means the information powering the software can be - and often is - sourced from multiple places. Commented [LD6R2]:
Commented [LD7]: IS THIS OK? I want to make sure we
At Pointlogic, we understand the importance of having a flexible, customisable tool that slots easily into
mention philosophy
existing strategic planning processes. Commspoint Influence can be tailored to meet the unique needs
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of any business, yet its feature-rich and user-friendly environment only requires a few hours of training
to master.

Describing Commspoint Influence is a bit of a moving target. One of its unique characteristics is the ease
with which it has been customised for clients that want to deliver their specific planning approach.
Customisation can mean working with specific data or a huge portfolio of functions and visualisations Formatted: Font: Bold
that ensure that the core planning tool in the agency talks with the personality and voice of the
agency. In a nutshell, it follows its philosophy.
Commspoint Influence can be your choice in a single market or for a Global network deployment. It can
work with your data or ours. It can focus intensively on a single category and audience or be a
perspective on 60+ categories and thousands of target audiences.

Commspoint Influence works closely with the planning frameworks and ideas of leading networks. We
have built multiple local and global custom versions that revolve entirely around how each agency looks
at communication planning and the data streams they trust. Tools are powered by modelling or surveys
and the data embedded within frameworks designed by the agencies and brought to life in the software.

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8. Case study (optional) (350 words or one page)


An example of Commspoint Influence in action. What problem was the client trying to solve? How was
Pointlogic Influence implemented? What were the results and benefits? Add client quotes previous paper
IF WE HAVE)

@SANNE – DO WE HAVE NEW CLIENT CASES OR STATEMENTS THAT WE CAN USE? ?

9. Conclusion? Or simple Call to action.

If you want to know more about how can you revolutionize your channel planning and increase
influence on your consumers with Commspoint Influence, please don’t hesitate to contact us….