Solutions

Commspoint influence

REVOLUTIONISE YOUR COMMUNICATION CHANNEL PLANNING

FOCUS YOUR COMMUNICATION

Knowing which platform and medium is right for your communication efforts is critical for any successful campaign. Commspoint Influence helps brands and their agencies align their campaign objectives with the right combination of media to ensure they reach and influence the right consumers. 

Commspoint Influence focuses on how different types of media can work together to deliver and emphasise a message by using their different strengths in reach, power and efficiency. At no time before has there been more types of media that brands can use to communicate with consumers. We help you to navigate that world.

OPTIMIZE YOUR DECISION MAKING

 When it comes to consumer engagement, marketers have more options than ever. That should make communication easier, but the myriad communication options can make it difficult to focus on the method and channel that’s right. TV might be good for awareness, but does it also aid consideration?  Adding in costs, reach, audience profile all amplify the challenges that both agencies and brands face.

A complex task requires a multi-faceted approach. 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. Commspoint Influence is based on a proprietary research survey fine-tuned over 10 years of development. Advanced analytics and industry calibration insights transform the base data into reach and effectiveness curves that link spend to outcomes. Powerful optimisation engines then work with those curves to suggest budget splits for communication tasks. Despite this sophistication, Commspoint Influence is a user-friendly tool, as new users are typically up and running with only a few hours of training.

Commspoint Influence works closely with the planning frameworks and approaches of leading networks. It thinks like they think.  Commspoint Influence can be customized for individual markets/regions that reflect how each agency looks at communication planning and uses data streams they own and trust. Tools are powered by modelling or surveys, the data is embedded within frameworks designed by the agencies and brought to life in the software.

The software uses sophisticated analytics methodologies to translate research inputs to produce response curves and other visualisation aids. The software then provides recommendations to users based on optimal budget allocations and return on investment predictions for specific plans.

ALIGN AND CLARIFY OBJECTIVES FOR AN OPTIMIZED CAMPAIGN

Aligning and clarifying objectives is a great starting point for any campaign. The basic flow of the software starts with a briefing section, which can include a complete review of the brand and its situation and details of the campaign such as duration and goals. The brief can be directly entered by the planner or derived from empirical data, like awareness, and then piped in using APIs and other links. 

Clients vary in how they use the tool. Some want qualitative outputs, like rankings of most suitable channels. Others value the curves that help them identify when diminishing returns kick in (when using a channel for reach). Power users also use the optimization functions to get precise feedback on combinations of channels.

Communication planning is, of course, a creative and human-lead skill. But clients use Commspoint Influence to blend their knowledge and ideas with empirical data and quantitative support tools, such as reach build curves. They can build two plans and have metrics to show why one should work better. The ability to help planners back up their ideas is one of the key factors behind the tool’s success.

If a great brand communication reaches you, there is a very good chance that Commspoint Influence developed at least some part of that communication strategy.  

“Unity (Commspoint Influence) helps us further our understanding around what different media channels can accomplish and how different media mixes work together to achieve specific goals that are central to our clients’ businesses.”

Kyle Allen,
Global Head Media & Research at 9thWonder