Common data currencies, fields and keys were identified across data sets, such as location, time stamp, device ID and log-in, combine with segmentation codes. Data engineering built these into a single data warehouse with greater flexibility and cross-channel tracking.
Dashboards, platforms, revenue systems and even coding languages were streamlined to create a more rational environment that supported three key advertiser objectives: planning, targeting, measurement. By ensuring shared objectives, data and analytics were kept aligned with clients’ goals.
Across this new data warehouse, four new analytical approaches have been applied: match (cross-device digital ID), mirror (reflecting digital listening in linear channels), map (synch connected location to outdoor location) and model (identify lookalike audiences using a proprietary algorithm).
This supported innovative advertising products that have allowed Vodafone and American Express to plan multi-touch campaigns across a day, Samsung and The Co-op to target audiences in both outdoor and audio by location, Uber and Jack Daniels to update digital posters dynamically around tube stations, TSB and BT to run integrated campaigns across all media, Chanel and Disney+ to target mobile audiences on billboards, Honda and Lego to weight outdoor activity in response to conversion rates, and UK Government and Mitsubishi to track footfall around road, rail and retail sites as lockdown eased.
As well as delivering substantial business results for Global, data now has equal status within commercial presentations to advertisers alongside on-air content, broadcast talent, stadium events, iconic billboard sites and brand partnerships.