Data Strategy & Visualization
Major Digital Publisher
Advance Digital is a leading digital media company that operates 12 local news and information websites and 30 newspapers in local markets across the nation. Always innovating and evolving, they create cutting-edge solutions that enable advertisers to reach audiences in local markets. With ample intel on readers, the company also offers a wide variety of marketing solutions to a range of businesses, from small companies to national retailers.
High-Volume Data Management
With an ever-growing list of digital offerings, Advance Digital’s need to aggregate data from multiple platforms increased. They faced data mapping challenges and other integration issues necessary to accommodate their expanding media platforms.
Needing a partner capable of handling their large dataset and providing insights on a daily basis for their sales and customer success teams, the publisher turned to Theorem. Reliability was also a critical factor, given the high rate of error in vendor data feeds and more than 45 data platforms that needed to be merged.
Streamlining the Process
Our data strategy team designed a custom data visualizations and dashboard application to pull data from Advance Digital’s sources and map them into a usable business dataset. We have a support team that monitors data feeds on a daily basis and manages errors by liaising with vendors.
We also developed powerful reporting dashboards that showcase campaign performance and KPIs for account managers to steer toward throughout the campaign. Our team of statisticians curates the data on a monthly basis to identify benchmarks and outliers.
Enhanced Decision Making
Thanks to our ability to aggregate data from more than 45 different sources each day, Advance Digital now has a reliable partner to provide consolidated, usable data. Sales and customer success teams gain deeper insights to enhance decision–making and focus on revenue generation. “It is so convenient to have a single view of campaign performance across all of our platforms,” remarked one client user.
What began as a shared data repository among three business divisions grew to become a business intel platform used by more than 13 business units. We now have a long-standing relationship with Advance Digital, spanning multiple service lines and supporting all teams overseeing ad operations, data and analytics, and SEO/website content.