Punctum Analytics
Possible applications
- Identify the relevant touchpoints in the stages of the customer journey (brand purchase funnel).
- Strategic orchestration of the multiple touchpoints of a brand / a company.
- Well-founded controlling of the touchpoints by linking the empirically verified data with the spendings.
- Reliable results enable continuous tracking.
Your benefit
- Intermedial comparison of all touchpoints through stringent metrics.
- Analog and digital touchpoints become directly comparable.
- In addition to reach and impact, the emotional strength of a touchpoint is also determined.
- Brand-specific adaptation of the survey and analysis.
- Focus of spendings and creativity on the relevant touchpoints (punctum).
Determine the importance of the touchpoints in the customer journey
- Punctum Analytics works with representative survey data.
- The brand funnel is the basis for measuring relevance.
- The funnel stages are customizable for brand and market.
- The empirically validated relevance allows individual touchpoints to be grouped together.
- Decades of conducting driver analyses comfirm the reliability of the data.
Identify the relevant touchpoints
- Every brand has a variety of touchpoints that are relevant in different ways - Punctum Analytics identifies these!
- In Punctum Analytics, touchpoints are individually formulated and analyzed with customized statistical models.
- Reach is based on the contact opportunity model and impact is based on regression and discriminant analyses.
- Both values come from one database (single source).
Reliably determine the emotional strength
- The emotional strength of a touchpoint is the third important dimension for its significance.
- It is the result of the subjective evaluation by the recipients.
- This is based on proven parameters (KPI) from advertising, customer relations and brand strength.
- All values come from one database (single source).
The touchpoints and their relation to lifestyles and product affinity
- The interaction and impact of a touchpoint is determined by the recipient's living environment and product affinity.
- Factor analysis is used to identify groups in which milieu-like living environments and product relationships are reflected.
- These groups deepen the understanding of the touchpoints and are helpful for the planning of creativity and outreach.
