CPG Advertisers Leverage Unified Data Decision Intelligence Platform for Cross-Channel Campaign and Data Management

Case Type: Developed a comprehensive set of unified data decision intelligence capabilities, models and dashboards for client-partner to manage and optimize campaign performance outcomes across multiple digital activation channels, and 1st Party and 3rd Party data management systems.

Partner Type: A leading omnichannel media company providing path-to-purchase solutions for CPG brands and grocery, drug and mass retailers

Challenge: The Partner’s AdTech and MarTech solutions and Data Management efforts were managed across different 3rd-party SaaS platforms. This legacy construct required the Partner to manage campaign and audience performance individually by platform and limited its ability to identify and correct set-up errors proactively mitigating potential makegood risk.

Solution: iSOCRATES deployed its MADTECH.AI (formerly known as MADTechBI) unified data and decision intelligence solution to aggregate disparate performance data sources into one SaaS solution for both the Partner and iSOCRATES to use for better campaign and audience management oversight. Customized AI/BI dashboards and real-time alerts were developed to manage delivery of campaign and audience KPIs, and help catch and address performance anomalies in-market where needed.

Approach: The iSOCRATES AdTech, MarTech and MADTECH.AI teams collaborated to design, develop and deliver an AI based solution based on the Partner’s identified objectives to improve campaign management effectiveness and efficiency. The solution was required to import log-level data from platforms such as Microsoft Xandr, DV360, Vistar, Zeta, Salesforce’s Audience Studio (DMP), and Lotame.

Performance visualization goals were to develop dashboards and scorecards that provided customized views for management through individual campaign managers. Dashboard views were required to accommodate a comprehensive set of campaign KPIs including CTR, viewability, brand safety, and CPMs. The platform’s conditional formatting and sorting capabilities needed to allow for quick identification of underperforming campaigns to optimize.

Separate dashboards were designed to improve the teams’ visibility and management of its 1st party, 3rd Party and syndicated CPG audiences (e.g., Circana) in an effort to identify optimal audience sources for best performance, and maximize cost-effectiveness and savings.

MADTECH.AI email alerts were set up to be delivered every hour to core team members for visibility into campaign performance health and notification of any potential delivery issues, which may require immediate corrective actions.

Results: MADTECH.AI provided the Client-Partner a comprehensive AI/BI solution to increase its management effectiveness and improve team productivity driving better value for its CPG and grocery/drag retailer clients. The teams went from managing campaign delivery and performance analytics across 4+ activation platforms down to one. MADTECH.AI provided real-time analytics that enabled quicker, more informed decision-making capabilities for both strategic and tactical efforts.

The iSOCRATES MADTECH.AI Unified Data Decision Intelligence Platform solution enabled the teams to increase their focus and response time to optimize underperforming campaigns, and decrease YoY makegood liabilities to near zero with the platform’s real-time alerts feature.