Media industry solution structured and unstructured data - social media et al 02-07-2013

Media Industry SolutionCapturing Structured and Unstructured Data from Social Media and Other Sources

Presented By:April 25, 2012

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Industry Area Background

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.

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Services Digital Media Agencies Offer

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 today's 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 agency's capabilities.

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Services Digital Media Agencies Offer (cont’d.)

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 agency's clients.

Experience Optimization - Consumers don’t differentiate between channels. Brands shouldn't 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.

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Problem Definition

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

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Problem Definition

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.

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Problem Definition (Challenge)

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.

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Example

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Example (contd.)

Weekly Report Production

Repetitious process – duplicating effort and resources

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Effect of Labor Intensive approach

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Objectives

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.

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Solution

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Business Benefits

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 Organization

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The Client Domain: Media & Advertisement Country /Region: France Presence: Global Operations in 118

countries Strength: 5,600 employees

Voice of Customer

• Highly complex information generating process

• Fragmented media landscape and growing numbers of communication channels

• Challenge was to produce timely business operations reports for end users

• Legacy systems • Need to build a centralized

solution to integrate multiple data sources

• Automation of the reports generation process

“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.”

ZZZZ, Head of Business Intelligence, ZZZZ Media

Overview

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Disparate Sources

Legacy Systems

Unstructured & ambiguity

in data

Information scarcity

Higher time to market

Higher Costs

Problem

Cause

Leading Media and Advertising Organization (Cont’d.)

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Benefits

Solution

Reduction in Time to Market

Business insights & effective decision making

Higher efficiency and Lower cost

Data Integration (MS BI) Real-time DashboardsStructured Reports Real-time Dashboards

UK Data-Warehouse

UK Datamart

Transform

LoadExtract

Technology Used SQL Server 2008 R2 Visual Studio 2010

SharePoint 2010 IIS 7.5 Silverlight 4.0

Silverlight Telerik RAD Controls

Leading Media and Advertising Organization (Cont’d.)

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More Media Industry Solutions

Media Campaign Analysis

TV Ratings

Customer Care and Analytical CRM

Financial Analysis

Marketing Analysis

Media

Thank You!19

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