MEDIA

RIVAL

Challenge

Clients periodically ask their Media agencies to report on their advertising split and show how it compares with that of their competitors. This allows them to check whether their strategy aligns or differs from the industry’s figures, as well as providing insight into the campaigns of their competitors. The amount of time and effort required to prepare large data sets for this analysis poses a resourcing challenge and a significant operational cost. All this work quickly becomes redundant as the data only shows a static snapshot in time.

Solution

Bedrock developed RIVAL to automate the retrieval, merging, storage, and processing of data from all relevant media sources. It also allowed to report key metrics and surface insights through a digital dashboard while eliminating all the manual processes in between.

By eliminating the manual processes, the chance of human error was dramatically reduced, while the data was cleaned and transformed at the back end by applying traditional statistical methodologies and advanced analytical techniques.

Results

Rival enabled Marketing and Media teams to dynamically manage their advertising campaigns in an informed, agile and effective manner.

Stakeholders were given a digital tool to visualise the latest media investment information available, including dynamic filters to improve the analysis capabilities.

With savings of up to 70% in hours spent on data processing and representation tasks, media planners and account executives were able to analyse how their strategies compared in terms of television audiences and investment with those of their competitors closer to real time and much more efficiently.