Media industry solution structured and unstructured data - social media et al 02-07-2013
Media Industry Solution Capturing Structured and Unstructured Data from Social Media and Other SourcesApril 25, 2012 Presented By:
Industry Area Background2 A media agency (or media shop) helps client companies communicate with current and potential consumers as well as the general public. Agencies work with their clients to understand the business issues, markets and consumers. They identify consumer insights which help to devise a channel-neutral communication strategy to make real connections; leverage channels ranging from public relations (PR), events and sponsorship to traditional and interactive advertising, word-of- mouth and direct mail; all designed to build an integrated campaign. Media agencies also work with their clients agency partners who likewise develop and implement activity across PR, events, direct marketing etc. Simultaneously, implementation planners and buyers create and execute activity for advertising, digital media and sponsorship. These agencies bring efficiency to their clients for media planning and negotiation points based upon their specific expertise, volume leverage and theoretically economies of scale to drive down media booking transaction costs. The main difference between a media agency and their advertising agency counterparts is that return on investment (ROI) is key – ensuring that every element of the clients’ media investment is evaluated and accountable. They also differ from social media marketing agencies which specialize in promotion of brands in the social media space. Corbus BI Solutions are centered around digital media tracking and TV ratings (TVR) reporting solutions.
Services Digital Media Agencies Offer3 Strategy - Digital media can be very tactical, but the most successful campaigns have a unifying strategy to focus innovation on driving real business results. Display - digital strategy execution revolves around accountable and transparent media planning and buying across a multitude of publishers and ad units. Search Engine Marketing - Leveraging paid search to ensure efficient brand visibility within relevant SERPs by creating cross media continuity to maximize relevance. Search Engine Optimization - On- and off-page optimizations increase rank and exposure within organic search results to supplement and enhance SEM efforts. Social Media - A broad array of capabilities from paid media on Twitter and Facebook, to social targeting and monitoring services focused on owned and earned. Mobile - Executing on the "third screen" to help brands adapt to a multitude of devices with mobile-optimized media, content, apps, and web sites. Data and Analytics - Efficient data management and the ability to generate actionable insights is mission critical in todays on-demand digital-centric media landscape. CRM / Email Marketing - Strategy and content development to database management and platform selection as well as list rentals round out the agencys capabilities.
Services Digital Media Agencies Offer (cont’d.)4 Creative - The design, production, and optimization of digital assets from flash banners and streaming video to fan pages, apps, landing pages, and/or search copy. Trading - Leveraging smarter media buying, stronger publisher relationships, and better inventory to create a competitive advantage for the agencys clients. Experience Optimization - Consumers don’t differentiate between channels. Brands shouldnt either. Optimize the entire digital footprint to enhance the consumer experience. Conversion Optimization - With only $1 spent on optimizing a web site for every $90+ spent on media to drive traffic, there is a missed opportunity to optimize the conversion. Affiliate Marketing - Cross market capability to manage programs with a variety of preferred networks as well as access to an in-house network to drive maximum sales.
Problem Definition5 Introduction: Client has a number of agencies, each having a number of account management teams who regularly provide analysis and reporting on the performance of media campaigns. The current processes for providing this analysis and reporting are labor-intensive and time-consuming, requiring data to be collected and consolidated from multiple sources such as: Search Engines (Google, Yahoo, Bing, MSN) Affiliates (Affiliate Window, Trade Doubler) DFA MediaPlex Atlas DoubleClick
Problem Definition6 The agencies use specialist third parties to collate data from providers and update various reports. E.g. both agencies will independently collate data from Google. This is time consuming, adds operational cost as well as an additional level of complexity to the process. In order for data to be presented in a usable and understandable format the agency data teams apply complex calculations using Microsoft Excel, bespoke reporting applications and/or use open source software solutions. The manual nature and length of time required for the preparatory work limits the amount of time agency analysts can devote to generating valuable insights for their clients.
Problem Definition (Challenge)7 Challenge: No one version of the truth. Multiple sources of data. Poor data quality with no standards or governance enforced. Poor Client customer service Constantly re-inventing the wheel. No reusability of reports or reporting library. Every client treated as a bespoke client with different strategies. Users need education to understand the data. Majority of time is spent collecting data (no standardization). Analysis of data is poor with minimal validation. E.g. Creating a sales report without understanding profitability. No automation; all reports are manually produced. Prone to many errors (70% of all spreadsheets have errors). 96+ research and analytical tools used of which 50% do similar job.
Objectives11 The key business benefits from our re-design Efficiency savings stop re-inventing the wheel; reduce number of tools. More time for client analysis do not be experts in data collation Improved business insight better informed decision making New revenue opportunities adding value.
Business Benefits13 Operational efficiencies Automation of data collection saves 80% of employee time Reusability of standard reports (stop re-inventing the wheel). More accurate client reporting, higher client satisfaction levels. (complete) More thinking time to analyze information. (clarity) Robust security and privacy to ensure Client confidentiality Improved business visibility Everyone uses the same information providing the same results (consistent, correct) Opportunities to amend or update Client strategies quickly Constantly measure performance forecasts (past, current, future) New revenue opportunities Grow Client research competency Centre Develop Client reporting portfolio (benefits new acquisitions strategy) Market leading edge against our competitors (develop packaged analytics)
Transformation story14 Advertising Firm Boosts Client Service with Faster Reporting and New BI Capabilities Problem: ZZZ Media wanted to improve operations and client services with better business intelligence (BI) tools. Solution: Corbus implemented a Microsoft data warehouse and BI solution to take advantage of enhanced and streamlined reporting capabilities. As a result, Client cut report generation time by 80 percent and improved customer service. “So we chose Corbus to help us implement the solution because of its expertise from a software engineering perspective.” “We have cut the time it takes to create custom reports by 80 percent with a BI solution based on SQL Server 2012. As a result, we’ve gone from a reactive to a proactive approach.” ZZZZZZZ, Head of Business Intelligence, ZZZZ Media
Microsoft Case Study – Leading Media and Advertising Organization15 The Client Overview Domain: Media & Advertisement Country /Region: France • Highly complex information generating process Presence: Global Operations in 118 countries • Fragmented media landscape and Strength: 5,600 employees growing numbers of communication channels • Challenge was to produce timely Voice of Customer business operations reports for end “We have cut the time it takes to create users custom reports by 80 percent with a BI • Legacy systems solution based on SQL Server 2012. As • Need to build a centralized a result, we’ve gone from a reactive to a solution to integrate multiple data proactive approach.” sources • Automation of the reports ZZZZ, Head of Business generation process Intelligence, ZZZZ Media
Leading Media and Advertising Organization (Cont’d.)16 Disparate Sources Information scarcity Problem Legacy Systems Higher time to market Cause Unstructured & ambiguity in data Higher Costs
Leading Media and Advertising Organization (Cont’d.) 17Solution Transform Extract Load UK Data- UK Datamart Warehouse Data Integration Structured Reports Real-time Dashboards (MS BI) Real-time DashboardsBenefits Reduction in Time Business insights & Higher efficiency to Market effective decision making and Lower costTechnology Used SharePoint 2010 Silverlight Telerik SQL Server 2008 R2 IIS 7.5 RAD Controls Visual Studio 2010 Silverlight 4.0
More Media Industry Solutions18 Media Campaign Analysis TV Ratings Customer Care and Analytical CRM Financial Analysis Marketing Analysis Media