How channel planning tools can deliver ROI

Tim Foley
PointLogic
Peter Kloprogge
PointLogic

Faced with an increasingly complex choice of communication channels, advertisers today need some measure of past campaign performance on which to base their channel planning decisions. Dutch public body, RVD (Rijksvoorlichtingsdienst), found that traditional tracking systems could deliver a bewildering amount of data on individual campaign metrics, but using that data to form an integrated channel plan was a Herculean task for individual planners. So RVD invested in a customised, PC-based channel planning system that provided planners with a structured approach to the decision-making process but still allowed them to use their industry experience to shape final campaign plans.