Case Study

challenge

Need for Faster Analysis of Complex Global Ad Planning Data

Our client, a global entertainment company, created one of the most successful video game consoles of all time. This success was bolstered by a fine-tuned advertising practice that centered on 12 countries and 3 regions.  

The client had talented teams, but some spent all day unifying data streams from multiple sources. These data sources ranged from ad delivery data (clicks, impressions, and video views) to revenue planning data from a CRM system. In addition, there were several challenges specific to running a global business. First, the parent company needs to look at data differently than its subsidiaries across the globe. For example, teams require ad revenue data to be converted to local, regional, and global currencies for local planning efforts. Second, the client’s ad delivery network did not provide local time data in their standard reports; therefore, teams could not analyze ad performance by time of day. This resulted in data inaccuracies and meant that the client could not fully optimize ad planning by time of day. Finally, the above data transformations had to happen before ad planning and revenue estimations could even begin. This ongoing process took considerable time and effort. As a result, the team had minimal time for more important work, such as gathering strategic insights and optimizing models.