Media Agency Workflow Automation

About the client:
The client is a world leader in Media Investment Management. It communicates with its agencies on behalf of its customers and acts as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development, and other business-critical capabilities.

Business need:
The client wanted a partner with strong industry and systems expertise to:

  • Build a unified platform to manage the media buying and analytics workflow.
  • Develop major analytics modules.
  • Provide rich interfaces for the required functionalities.
  • Do technical writing to prepare user manuals, guides, online help, and video tutorials.
  • Validate, update, and monitor the data for various applications. 
  • Implement Quality Assurance (QA).
  • Develop audience look-a-like models.

Solution offered:

  • Developed a single window servicing the end-to-end operations of the business such as media planning, media buying, audience targeting, activation, Return on Investment (RoI) measurement, optimization, and visualization. 
  • Completed a total revamp of Data Analytics Services and the Data Analytics platform. 
  • Restructured all modules and properly organized them.  
  • Introduced a totally new user interface (UI) considering factors such as usability, with a better look and feel. 
  • Introduced new features such as custom reports, formatted export to Excel, and export to PDF. 
  • Developed major analytics modules. 
  • Designed, developed, and optimized the database model.
  • Participated in all other departments such as QA and technical writing.
  • Provided technical or functional production support for the Live tool.
  • Managed real-time visitor event processing and scoring.
  • Ensured that the intuitive product gave meaningful marketing insights to Business Analysts and Marketers.
  • Enabled evaluation of effectiveness and efficiency of marketing initiatives to understand key drivers of business performance.

Business impact:

  • The client’s dashboard application was available with up-to-date data.
  • An improved and user-friendly DataMart (Extract Transform Load (ETL)) tool was ready for usage by the advertising agencies. 
  • The client was benefited due to improved Return on Investment (RoI) monitoring and reporting.
  • Integration with third-party tools for data acquisition and ETL processing was to be further displayed on the client dashboards.
  • We enabled collaboration between the Data Science team and the Media Planning teams with respect to media mix optimization.
  • We enabled the client to optimize its marketing Ro on an ongoing basis.
  • We enabled a 360 degree view of marketing performance across all marketing Key Performance Indicators (KPIs) including traditional and digital media.