Pointlogic taps MRI for deeper consumer data

Pointlogic has integrated Mediamark Research and Intelligence (MRI) consumer profiles with its own Compose offering in an effort to provide more value to media planners.

MRI offers magazine audience and consumer intelligence data. That information will now be added to Compose data — which includes consumer, media consumption, cost and media planning information — to create more robust profiles of consumers. Now, if consumers with similar profiles — 23-year-old women, for example — fill out Pointlogic and MRI surveys, Pointlogic can combine that information to better see how that particular customer segment interacts with media channels, brands and advertising, explained Nicole Alexander, VP, client relations, Pointlogic.

“MRI's background as one of the leaders in the research field, along with our background of modeling and proprietary research, was an excellent pairing,” Alexander said. “A lot of our clients are MRI clients, and a lot of clients and prospective clients were looking at the same goal of cross-media planning.

“Where MRI provides very detail-oriented data on the level of brands, we provide an overall view of consumers and how they feel about media and media usage, so it made a lot of sense to work with one another in a way that delivers concise data to clients and prospective clients.”

The combined database, released April 2, allows marketers to look at data from across channels — key in today's market, where integrated campaigns are growing in popularity.

Pointlogic has 15 clients within the US, which is the only region using this integrated version of Compose. In addition to Compose, the company also is pitching a single category marketing planning tool called M3, which combines research, modeling and decision support. The first M3 rollout is for the auto industry, and the company is planning a quick service restaurant version as well.