Leading Agency Doubles on Branding Campaign Efficiency by Creating a New View on Data
Customer Company Size
Large Corporate
Region
- Middle East
Country
- United Arab Emirates
Product
- Adverity
- ADAM (Automated Data Analytics Manager)
Tech Stack
- Data Integration
- Data Visualization
- APIs
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
Havas Middle East is a leading advertising agency that was looking for a way to integrate data from advertising platforms into an internally developed, client-facing solution. They wanted to improve their client reporting and create a standard way to pull data from all platforms across all clients. The agency was facing challenges in data automation and client reporting, and their initial method of exporting CSV files from various platforms was inefficient and prone to errors. They attempted to create a data integration tool in-house, but found it difficult to keep up with the changes of the various APIs.
The Challenge
Havas Middle East was facing challenges in data automation and client reporting. They developed a client-facing data platform named ADAM (Automated Data Analytics Manager) to resolve these issues. The goal was to create a standard way to pull data from all platforms and across all clients, and display it in a convenient way for clients to transparently see the results of each campaign and how they relate to agreed targets. Initially, reporting was done by exporting CSV files from various platforms. This process was not efficient and had too many steps, which generated regular data errors. They tried to create a data integration tool in-house, but this proved to be inefficient, as it was difficult to keep up with the changes of the various APIs.
The Solution
The agency made a strategic move towards a more heterogeneous tech stack, focusing on using the best tools for each segment. They discovered Adverity, a flexible and scalable solution for data integration and transformation, and made it a key part of their ADAM platform. Adverity was in charge of data extraction and transformation, allowing Havas to collect and process data, and send it to the data storage of their choice or popular solutions for data visualization, depending on client requirements. The combined data is used to monitor and optimize performance of Twitter Ads, also in comparison to ads on other popular advertising platforms. Ad cost data is combined with revenues from Google Analytics, answering the key question of customer acquisition costs on Twitter and other ad platforms used by their clients.
Operational Impact
Quantitative Benefit
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