Catalyst, is a software that helps in solving a large number of strategic media and marketing objectives:
- Help in setting the brand’s marketing objectives
- Selection of the most efficient media channels in order to achieve the set objectives
- Determining the required level of investment in each media channel and the comparison of different scenarios of the budget distribution between media channels in order to select the most appropriate media split
Catalyst provides its recommendations based on 2 sources of data: first of all – Touchpoint’s research on the basis on interviews with potential customers. These interviews are held by ZenithOptimedia for last 10 years and allow to determine the number of contact points between the brand and its target audience, as well, the impact of these points on the actions of potential customers (increase awareness, stimulate purchases, recommendation of friends, etc.). Secondly, it is the industrial market data for the analyzed categories in Moldova – Advertising noise level based on AGB Moldova data; Awareness, consumption and preference based on TNS and X Plane data; The potential Reach of media channels based on AGB, TNS, X Plane, Gemius data; Price conditions of media channels.
In order to evaluate the advantages of this tool, we did an analysis in the category of hair care products and the new product, Elseve from L’Oreal.
As menioned above, at the beginning, to Catalyst was been loaded all the data about the category and Elseve in particular (data from AGB, TNS, X-Plane, Gemius). Based on these data, the program identifies and recommends few stages on which we should concentrate during planned period.
There are 7 stages, which in ZenithOptimedia are called Pathways: