Advance Local

Major digital media company seamlessly aggregates data from more than 45 different platforms

SOLUTION

Data Management

SERVICE

Data and Analytics

VERTICAL

Digital Publishing

THE CLIENT:

Major digital publisher

One of the largest media groups in the United States, Advance Local operates the leading news and information companies in more than 20 cities, reaching over 50 million readers each month. 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. 

THE CHALLENGE:

Collect, clean, organize and display complex data

Advance Local was supporting an ever-growing list of digital offerings by leveraging a variety of media and platforms. This led to data mapping challenges and issues aggregating data from multiple platforms. They needed a tech-savvy partner with deep data management skills and expertise in cloud technologies. They also required media industry experience who could provide insights to sales and customer success teams. Reliability was a key factor, since they were consolidating data from over 45 platforms and vendor data feeds are not always accurate.

THE SOLUTION:

Expert data management drives business performance

Theorem’s data strategy team designed custom data visualizations and dashboards for aggregating data from Advance Local’s sources and mapping them into a usable business dataset. A support team now monitors data feeds on a daily basis and manages any errors by liaising with the vendors. Theorem developed powerful reporting dashboards that showcase campaign performance and KPIs for account managers to steer the campaign towards results. A team of statisticians curate the data to identify benchmarks and outliers on a monthly basis.

THE IMPACT:

Customer revenue growth from better insights

Theorem’s reporting has helped Advance Local’s sales teams in their storytelling; they can showcase marketing ROI effectively and up-sell products to advertisers. What began as a shared data repository among three business divisions has grown into a business intel platform used by more than 13 business units. Sales and customer success teams gain deeper insights that enhance decision making and focus on revenue generation.
“Someone asked me for a benchmark for sponsor content today and I was actually able to give them one quickly for the industry they were looking for. It was nice.”
Lauren K.
Client Success Manager
CTA-Clouds

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