GfK, Pointlogic Debuts Interactive Platform for Managing Automotive Brands
Sep 17, 2013 (Close-Up Media via COMTEX) --
GfK has joined forces with Pointlogic, a company focused on integrated marketing solutions, to launch an interactive software platform integrating data from GfK's Automotive Image Barometer Study with a interface from Pointlogic.
According to a release, GfK-Pointlogic Brandpoint allows users to analyze Image Barometer findings - on attitudes towards and perceptions of automotive brands - with interactive graphics and charting. Using the new interface, analysts can easily select target audiences, brands, attributes and other key measures. The software also allows users to generate simulations and see how brand KPIs will change given hypothetical shifts in the perceptions of their brands.
GfK noted that the new platform consists of two modules:
-The flexible and dynamic Insights Module enables interactive tabulation and data visualization. Analysts can easily create their own market views by alternating metrics selected, makes and models, and even demographic audiences.
-The ROI Module gives analysts the ability to perform market simulations, such as assessing the impact of changes in brand perceptions on individual attributes (e.g., Affordability) or multiple attributes (both Affordability and Fuel Efficiency). Users can also evaluate the impact of matching a market leader's ratings on key market drivers (e.g., Dependable and Lasts Long) on the Brand Health profile.
"The relationships between drivers and auto brands are only growing more complex," said Don Deveaux, Managing Director of GfK's Automotive team. "We are excited to be working with Pointlogic - an innovation leader in marketing analysis - to deliver the insights and tools auto marketers need to maintain strong customer connections. Through Brandpoint, we are providing a unique combination of rich brand health data and user-friendly analytical software."
Marcel van der Kooi, EVP Global Partnerships at Pointlogic, said, "We are thrilled that, by marrying GfK's well-established automotive marketing research with our Brandpoint decision support software, we have developed a best-of-breed solution. GfK-Pointlogic Brandpoint enables automotive marketers to form a full understanding of the consumer-brand relationship and the way this affects the health of a make or model."
GfK-Pointlogic Brandpoint added it is being launched initially with GfK's Light Vehicle Makes and Luxury Makes Image Barometer segments; other segments will be added on request. A fee structure, which includes access to the Brandpoint software, will be communicated by GfK or Pointlogic representatives. The fee will grant use of the tool for one year, provide unlimited licenses for internal use, and provide technical support and training.
GfK is a research company.
Pointlogic provides decision supporting software.
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