MEDIA

Automated advertising campaigns data mapping, reporting and analysis

Challenge

Being able to correlate advertising campaigns data with media investment figures as well as with web analytics metrics and sales information, is the critical starting point for marketing teams to make quick and effective decisions. This is a complex analytical process due to the variety of data schemas and formats that are retrieved from an ever growing myriad of data sources. And this is a complex yet very common need and so far Bedrock has helped organizations from industries as diverse as insurance and radio stations and throughout the globe: Canada, UK, Germany & more.

Solution

Cleansing, joining, and processing data from all these disparate sources was made possible once Bedrock ideated and developed an adaptable custom architecture that automated the retrieval of data sets, regardless of their format. This development was configured to later feed the Business Intelligence platform that was already being used to report advertising insights and media campaigns performance.

As fundamental as it was to make this happen in the back-end, it was also crucial to improve the dashboards´ usability to ease the understanding of the information displayed, making it more visually appealing so that users would spend more time consuming it.

Results

The custom data architecture that was deployed allowed to reduce by 60% the time spent on data mining and manual processing tasks, allowing stakeholders to focus on just making sense of the information reported to make the right decisions. Human interaction was minimized to avoid any room for manual errors, hence building up the stakeholders´ trust in this solution as a source of truth.

In addition, the new enriched reports that were generated helped the marketing team to gain a holistic view of all marketing efforts and to deepen the knowledge of the tactical metrics that influence digital advertising campaigns.