Publishers, media operators, media agencies, and AdTech companies need a clear view of campaign agreements, delivery, reach, revenue, pipeline, and margin at the same time. This information is spread across systems for sales, media buying, campaign management, and ad delivery, while display, video, audio, social, and branded content each have their own KPIs. We bring together orders, campaigns, media products, performance, costs, and revenue so that sales, campaign operations, finance, and management can work from the same view.
A campaign can include display, video, audio, social, branded content, and newsletters. Each media product has its own agreements and performance indicators. For display, for example, you look at impressions, clicks, and viewability, while completed views and VTR are important for video. For branded content, pageviews, reading time, scroll depth, and quality views provide more insight into actual attention.
At the same time, you need to assess whether campaigns are being delivered as agreed, where adjustments are needed, and which customers, products, and channels contribute to revenue and margin. Sales focuses on targets and pipeline, campaign operations on progress and delivery, finance on revenue and costs, while customers expect clear reporting on results.
When this information is spread across different systems, channels, and reports, conflicting totals and definitions quickly emerge. By bringing together campaign agreements, media performance, and commercial data, you can use a single overview to drill down to the underlying customer, campaign, media product, creative, or period.
Campaigns run across different channels, products, and platforms. At the same time, sales agreements, media performance, and financial results are often tracked in separate systems. This makes it time-consuming to explain discrepancies and leads to discussions about which figures should be considered authoritative.
Display, video, audio, social, branded content, and newsletters each have their own data sources and KPIs. Without a shared data foundation, it is difficult to assess how the different components collectively contribute to reach, attention, and results.
A campaign may appear to be performing well overall, while a specific media product, domain, device, or creative is underperforming. When booked volumes and actual performance are not shown side by side, it often only becomes clear at a late stage where adjustments are needed.
Revenue or media volume does not automatically show which customers, brands, products, or campaigns contribute enough. When costs, gross profit, and margin are not linked to the same accounts and activities, unprofitable customers and products remain hidden for longer.
Sales manages against targets, open opportunities, and expected gross profit. When actual results, pipeline, and targets appear in different overviews, it is difficult to determine which regions and sales representatives are on track and how much of the forecast is realistically achievable.
Campaign data from ADvendio, Xandr, Meta, and other platforms is often linked using order numbers, campaign names, and other attributes. Inconsistent naming or missing data can cause costs, performance, and revenue to be assigned to the wrong campaign or client.
Media and advertising organizations need to manage campaign delivery, client outcomes, revenue, and margin at the same time. Sales, campaign operations, finance, and management largely use the same data, but view it from different perspectives. For reliable analysis, campaign agreements, performance, costs, revenue, and commercial targets must be linked to the same clients, campaigns, and media products.
Systems such as ADvendio, Xandr, Meta, and Triton contain much of the data needed for campaign analysis: orders, line items, budgets, impressions, clicks, viewability, video performance, and social interactions. Publisher platforms add data on pageviews, reading time, scroll depth, and clickouts. Commercial management also requires data on customers, agencies, sales representatives, opportunities, targets, costs, and margins.
To manage performance across these sources, the data must be connected in a meaningful way. An order is associated with a customer and campaign, a campaign with one or more media products, and each media product has its own agreements and KPIs. Costs and revenue must then be linked to the same campaign, customer, agency, or sales representative. Only then can you reliably drill down from an overall view to the underlying order, campaign, creative, account, or opportunity.
Analyses of gross profit, margin, and forecasts require additional definitions. These include how touched media, gross profit, pipeline, and targets are calculated, how currency conversions are applied, and when an opportunity is considered won or lost. Without central definitions, sales, operations, and finance may work with different results.
Advertisers, agencies, brands, contacts, and the relationships between them. By centrally connecting customer and account data, you can analyze performance, pipeline, revenue, and margin from different commercial perspectives.
Orders, campaign items, campaign periods, booked quantities, budgets, media products, and channels. This shows what was agreed, how the campaign is structured, and which components collectively determine the result.
Impressions, clicks, CTR, viewability, VTR, completed views, reach, and other channel-specific metrics. For branded content, these may be supplemented by pageviews, quality views, reading time, scroll depth, and clickouts. Social amplification also adds metrics such as comments, shares, and link clicks. This allows you to analyze performance by domain, device, creative, article, station, region, or period.
Opportunities, deal statuses, sales representatives, regions, targets, win rate, and weighted pipeline. Combining this data with actual revenue and gross profit shows which teams are on track and where the forecast is falling short.
Media volume, costs, revenue, gross profit, margin, and currency conversions. This allows you to determine which customers, brands, products, and campaigns contribute enough and where loss-making business occurs.
Campaign codes, order numbers, naming conventions, account data, and contact information. Checks for missing or anomalous values reveal why campaigns cannot be linked, results are missing, or revenue and performance are attributed to the wrong account.
When campaign agreements, media performance, commercial data, and financial results are aligned, they provide a single foundation for operational management, client reporting, and commercial decision-making.
Compare agreed volumes, campaign periods, and budgets with actual delivery performance. By monitoring what is ahead of or behind schedule for each campaign, media product, domain, device, or creative, campaign operations and account teams can intervene before the campaign ends.
Bring display, video, audio, social, branded content, and newsletters together in a single campaign report. This still allows for the KPIs relevant to each product, such as viewability for display, completed views for video, and reading time or quality views for branded content. This gives the advertiser a single overview without losing relevant details.
Combine actual gross profit with targets, open opportunities, and weighted pipeline. Sales managers can see which regions and representatives are on track, where the win rate is falling short, and which accounts or brands make the largest positive or negative contribution.
Analyze revenue, media volume, costs, and gross profit by client, agency, brand, product, and sales representative. This reveals which activities contribute enough, where margins are under pressure, and which clients or products are at risk of becoming structurally unprofitable. Scenario analyses help calculate the potential impact of changing margins or media volumes in advance.
Use the same data foundation for interactive dashboards, periodic reports, and exports for clients. Campaign comments, targets, and channel-specific details can be included automatically, reducing the need for manual consolidation and ensuring that reporting for every client is based on the same definitions.
Identify where campaign codes, account details, contacts, or naming conventions are missing or inconsistent. This makes it possible not only to correct inaccurate reports, but also to improve the processes used to record orders, campaigns, and client data.
We’ll discuss the challenges you’re currently facing, the data available, and the biggest opportunities to improve decision-making around campaign performance, media budgets, reach, and returns.
For DPG Media Group and Channel Factory, we developed solutions for different sides of the advertising market. At DPG Media Group, the focus is on campaign delivery and reporting to advertisers. At Channel Factory, the focus is on commercial management of sales performance and regional results.
DPG Media Group previously reported campaign performance using static PowerPoint reports that were compiled manually and sent to clients on request. Together, we developed an online campaign portal where media agencies, advertisers, account managers, and ad operations teams can interactively monitor and analyze digital campaigns.
The portal brings together different campaign types and can be expanded with new products and KPIs using templates. This enables DPG Media Group to give thousands of users insight into large numbers of campaigns, while employees spend less time on manual reporting and can devote more time to advising clients.
Channel Factory is an international AdTech organization with local sales teams in different markets. For these teams and EMEA management, we developed a dashboard in Qlik Cloud Analytics using data from Salesforce.
The solution provides insight into sales performance and regional results. Sales managers can compare performance across regions, employees, and accounts, and track developments in targets and the pipeline. This allows local teams and international management to see more quickly where results are on track and where adjustments are needed.
Media & Advertising includes different types of organizations and revenue models. Publishers, media operators, media agencies, sales organizations, and AdTech companies do not all focus on the same questions. We bring together the relevant commercial, operational, and financial data and ensure that teams can work from the same definitions.
We start with the questions that need better answers. These may relate to campaign delivery, client reporting, sales performance, pipeline, revenue, margin, or data quality.
We then define the required definitions, processes, and data. For example, when a campaign is considered fully delivered, which KPIs apply to each media product, how revenue and gross profit are calculated, and when an opportunity is included in the pipeline or forecast.
If the question extends beyond a single application, we can help with strategic advice, data strategy, or an independent BI tool selection.
We bring together data from sales, campaign, and advertising platforms such as ADvendio, Salesforce, Xandr, Meta, and Triton. Publisher platforms, web analytics, financial systems, and other operational sources can also be added.
We ensure that customers, agencies, brands, orders, campaigns, line items, media products, creatives, opportunities, costs, and revenue are aligned in terms of meaning. The technical integration required depends on the available API, database, export, or other means of accessing the data.
On that basis, we develop data models, dashboards, controls, and reports for areas including:
Reports can be used interactively, distributed periodically, or made available through a secure client portal to advertisers, media agencies, account teams, and other user groups.
Depending on the existing environment, we work with Qlik, Power BI, Microsoft Fabric, TimeXtender, or a combination of these.
If you already have an analytics environment, we build on it where that makes sense. We can add new data sources and media products, improve existing models and reports, harmonize KPI definitions, or support a migration. If you have doubts about the current approach, a Second Opinion Data & Analytics can be a good first step.
After delivery, we can support and manage the environment so that new channels, media products, KPIs, customers, and data sources can be added in a controlled way.
We start with the decisions that need to be better informed. These may relate to campaign delivery, customer reporting, sales performance, pipeline, revenue, margin, or data quality.
We then determine which definitions, processes, and data sources are needed to answer those questions reliably. This prevents a broad analytics environment from being built before there is a clear use case.
We can connect to platforms such as ADvendio, Salesforce, Xandr, Meta, and Triton. We can also connect data from publisher platforms, web analytics, financial records, and other commercial or operational sources.
These examples are not an exhaustive list. The integrations available depend on the available API, database, export, or other means of accessing the data. We also assess whether customers, orders, campaigns, media products, opportunities, costs, and revenue are sufficiently aligned in terms of meaning.
Yes. Display, video, audio, social, branded content, and newsletters can be combined in a single campaign overview.
Each media product retains its own relevant KPIs. This provides an overall view without incorrectly treating viewability, VTR, completed views, reading time, and quality views as the same type of performance.
We define in advance which definitions and calculations apply to each media product. For display, these may include impressions, clicks, and viewability, while completed views and VTR are more relevant for video. For branded content, pageviews, reading time, scroll depth, and quality views may be used.
These definitions are applied centrally in the data model and explained where necessary in dashboards, reports, or customer portals. This keeps channel-specific differences visible without allowing totals and definitions to diverge.
Yes. Campaign commitments, flight dates, budgets, and booked volumes can be compared with actual delivered performance.
This shows during the campaign which media products, domains, devices, creatives, or other elements are ahead of or behind schedule and where adjustments are needed before the campaign ends or the budget is exhausted.
Yes. We can connect campaign commitments and media performance with customers, agencies, brands, products, costs, revenue, and gross profit.
This shows which campaigns, products, and accounts make a sufficient contribution and where margins are under pressure. The options depend on how costs and revenue are linked to orders, campaigns, and media products in the available systems.
Yes. Reports can be used internally, distributed periodically, or made available through a secure customer portal.
Access can be configured by customer, agency, account, campaign, or user role. This allows advertisers, media agencies, account managers, and campaign operations teams to see the information relevant to them.
We implement checks for campaign codes, order numbers, account names, media products, and other matching fields. This reveals which data is missing, has been recorded more than once, or uses different naming conventions.
A dashboard does not automatically fix data capture in source systems, but it does show where the process needs to be improved and which campaigns or results cannot be reliably linked.
Yes. We start by mapping the existing data sources, models, dashboards, reports, KPI definitions, and management processes.
We then determine what can remain, what needs to be improved, and where additional data sources, media products, or applications are needed. This can range from targeted enhancements to restructuring a data model or supporting a migration.
If you first want an independent assessment of whether the current approach, architecture, or choice of supplier makes sense, you can use our Second Opinion Data & Analytics.
We need input from employees who understand the media products, campaigns, commercial processes, and figures. This may include sales, campaign operations, ad operations, finance, management, and IT where relevant.
They help establish definitions, assess data sources and exceptions, verify results, and set priorities. A small group of subject-matter owners and decision-makers is usually more effective than a large project team.
Want to know what insights you can gain from your current sales, campaign, and advertising platforms? Barry and Eric are happy to discuss campaign analysis, client reporting, pipeline, revenue, and margin. Email us, call us, or schedule a call right away.