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Transforming Media Publishing Operations with Enhanced Audience Insights

Media & Entertainment
case study

Business Impacts

Upgraded and created four new dashboards for improved analytics

2X Improvement in dashboard performance through migration to Looker

Customer Key Facts

  • Country : US
  • Industry : Media & Publishing

Problem Context

The client, an American not-for-profit news agency, distributes news reports to its members, major U.S. daily newspapers, and media broadcasters. The client leveraged Google Analytics, Sailthru, and other marketing tools to understand and assess their audience data. The client sought to optimize ad spends for new visitor acquisition, enhance ad revenue through website ad placements, and gain deeper audience insights via intuitive dashboards for informed marketing decision-making.

Challenges

  • Lack of Unified Data Model:
    Hindered Integration: Absence of a unified data model posed challenges in integrating audience engagement and Google Ads Manager data, leading to operational issues
  • Discrepant Data Granularity:
    Multiple data sources resulted in disparities in granularity, impacting overall data coherence
  • Inadequate Visualization Tools:
    The lack of user-friendly dashboards hindered efficient depiction of insights from first-party data
  • Manual Updates and Maintenance:
    The existing sheet-powered dashboard required manual updates and maintenance, introducing inefficiencies and potential errors

Technologies Used

Google BigQuery

Google BigQuery

Cloud IAM

Cloud IAM

Cloud Logging

Cloud Logging

Cloud Composer

Cloud Composer

Cloud Storage

Cloud Storage

Secret Manager

Secret Manager

Looker

Looker

Google source Repository

Google source Repository

Google Data Transfer Service

Google Data Transfer Service

Solution

  • Quantiphi established a centralized Customer Data Warehouse, integrating data from Google Analytics, Google Ads Manager, and Sailthru into Google BigQuery seamlessly.
  • Quantiphi facilitated the client in unifying data from various sources, deriving actionable insights. The amalgamated data was then used to create interactive Looker dashboards, providing visual insights into ad performance metrics and customer behavior.
  • The comprehensive solution empowered the client to optimize advertising strategies and enhance audience understanding through informed decision-making, leveraging interactive dashboards and visualizations.

Results

  • Looker dashboards provide a comprehensive view of customer insights and ad performance, streamlining analytics
  • The unified data view from various marketing tools establishes a single, reliable source of truth, ensuring consistency and accuracy in reporting and analysis

"We were starting from literally ground zero. We were very much focused on building a house, but we hadn’t really set the foundation or any of that work involved. I think the work that we did here with you all will be a lot more impactful especially down the line. So, I really want to just say thank you to everyone. I know this took a lot of creative solution engineering as well to get to the output. So a really heartfelt thanks to everybody on Quantiphi's side."

Will Federman, Senior Director, Product Strategy & Innovation

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