Ad Technology

The Fix: @Sense

The Fix: @Sense by Dave Ruppel

PowerPoint presentations. You get them at every reporting meeting. One per month. Really, it’s more like 4 per month. With your current media campaign, you have 4 different partners all responsible for different pieces: one for display, one for search, another handling social, and a fourth responsible for a CRM campaign. At least at this point you’ve managed to get them to combine their respective PowerPoint presentations into one before the meeting, which reduces the “who’s turn is it?” and “how do I share my screen, again?” frustration. You even managed to get the more creative of the agencies to stop with all of the animations, because who needs text flying onto screen with a smoke trail following?

You just want the numbers. And more than that, you want to know what those numbers mean for your campaign. You want to be able to walk out of a reporting meeting knowing the best ways to optimize. But a PowerPoint, touched by four agencies and three times as many people, just isn’t going to give you that. For one, by the time the monthly meeting comes around all the data is almost a month old, hardly what you would call actionable info. Second, the data is all stagnant. You can’t manipulate it in any of the ways that will get you fast answers to your questions. Instead you have to ask one of the agencies to go back and look at the data from another angle. Once they get that report back to you, another two weeks have gone by. Oh and let’s not forget the extra fee that comes along for miscellaneous reporting asks.   And finally, how does all of your advertising campaign data tie into sales? What’s actually making a difference? Which of your media partners, channels and tactics are actually proving to be valuable investments? The month-old power point report loses sight and cannot quickly help assess, answer and draw real-time conclusions.

There’s got to be a better solution.

Well, there is. We call it @Sense.

At Underscore, we obsess over ROI. I mean that’s why we’re in the media business at all. We want to be able to provide companies with impeccable plans that actually provide meaningful returns on investment. In order to do that, we need to know how to optimize, and the only way to know how to optimize is with real-time data that you can manipulate.

Don’t get me wrong, we’ve used PowerPoint for campaign reporting, but after many engagements, we realized how ineffective it is. That led us to explore all the ways we could get our clients real-time, actionable data that they can play with, either in a reporting meeting or at 3am over a bowl of cereal when they can’t sleep.

What we came up with is called @Sense.

With @Sense, our approach is nuanced and offers a different process.  First, we work with all of your agencies and internal teams to get all of the data relevant to your campaign. Then, the data is aggregated and stored in a secure and partitioned database.  To ensure safety and data security, we have measures in place where only a select few have access.  The data is never mingled with any of our other data thanks to our proprietary partitioning tools.  Next, through a series of collaborative work-sessions we discuss the vast amount of information available and collectively decide the key trends and projections that are meaningful for decision making.  Finally, we build out a dashboard tailored to your needs and offer on-going training to ensure you too can learn how to look at the data in meaningful ways.

Now, in your reporting meetings, everyone is looking at one dashboard with all your campaign’s information: click through rate, time on page, sales, prescriptions, email opens, cost per actions, cost per leads, cost per “x,” engagements or proxies for sales, etc. You can then slice and dice all of this data in real-time by date, by geography, by vendor, by channel and on and on. Instead of talking through slide after slide after slide, now in your reporting meetings (and any other time you want) you can actually get answers to your most probing questions.

Be warned though, there is a downside to @Sense: you’re going to have to stock up on those Fruit Loops to fuel your 3am data explorations.