The Science of Performance Marketing

A global media, creative and technology partner that specializes in providing shopper marketing insights for the world's most prominent retailers.

Failed to utilize the more than 5+ years of their available historical performance data in developing smarter campaign strategies.

Beyond Reporting Automation the Brand needed Data Science support, e.g. flexible modeling, sales lift, forecasting, and data product development.

From Online to In-Store: 33 siloed data sets and rising, with no scalable reporting solution.

A reporting platform that could support thousands of advertisers and their individual dashboards, but still provides scalable access, security and data permissions without creating a maintenance nightmare.

Monthly billing and reconciliation remained a significant challenge — leading to constant analyst updates and "make goods."

Optimization is the Key. Decision Foundry worked with the brand to develop a planning tool to optimize campaign spend across ad strategies. The application is now used to quickly and correctly allocate marketing budgets.

Secured Data Collaboration Across 1000s of Advertisers. Creating thousands of dashboards is a maintenance nightmare. We developed one centralized dashboard controlled by advanced filtering and encrypted URL parameters to maintain security.

Streamline Reporting. We connected over 33 data sources (structured and unstructured) through the various harmonization techniques available in Datorama. Reporting is now almost completely automated.

Applying Practical Data Science. Decision Foundry developed two custom lift models — Online Sales (measuring lift in sales from view-through impressions) and Geo-Suppression (measuring lift in offline sales from online campaigns).

A Unified, "Super Template." Migrated thousands of campaign dashboards to one unified template, securely shared across hundreds of advertisers.

Publisher insights were provided based on campaign stages — just-live, mid-campaign, and post-flight. Decision Foundry built an application generating a PowerPoint deck that delivers a deep-dive on campaign performance and automated insights, available in a single click via a branded email created in Datorama.

Leveraging 5 years of historical data, Decision Foundry built a planning tool to optimize campaign spend across multiple ad strategies and tactics. This custom-built tool uses an attribution and optimization algorithm of our own development. The brand now uses this application to quickly and correctly re-allocate marketing budgets between ad strategies across a full range of brands and products.