Friso

Media Optimisation Module

01 The Brief

In China’s competitive media landscape, developing an in-depth understanding of data will allow us to improve our overall media performance. Reliance on just Media Data would not suffice. We needed a way to organise the data we have internally, create a way to read this data that can help to drive our media effectiveness and guide us on future campaigns.

Client Name
FrieslandCampina Shanghai
Type
Data Platform Development and Management
Platform
Desktop

02 Understand Data Requirements

Our data journey starts with us detailing what our initial requirements to guide our understanding of what data is required:

AIPL
We want to understand the overall user journey so we look at the types of data that is required in each part of the consumer funnel.
Media Campaign Management
We look at the kinds of data that we usually review after a media campaign and also think about how this can affect our we analyse our results.
Audience Profiling
With collecting the data, we also want to look into generated a profile of these users so that we can further target audiences that gave us better performance.
Touchpoint Analysis
We wanted to understand how many impressions lead to an action across the different media channels.

 

The approach and involvement

We worked with a vendor and used their existing SASS system as a base.

I then detailed the required changes through wireframes to communicate our needs and drive the project forward. This included managing the vendor, developing wireframes and getting stakeholders buy-in to ensuring quality deployment of the system.

A) Understanding our technical limitations

As the 1st version of the DMP, we needed to identify the necessary data required to generate the bare minimum data required for analysis. As we currently use a third party vendor to help with tracking and serving, we are able to obtain basic impression and click data for different platforms and channels.

This is transferred to the system via daily, which is then processed and cleaned to each different campaign based on pre-defined campaign IDs.

B) Organising data sets

There is a lot of data that goes into each media campaign, especially on the output.

What data is absolutely important? This had to be arranged so that it can easily be read yet flexible enough to offer power users the ability to do in-depth analysis.

C) Developing the Campaign Landing Page

We had to ensure that the campaign landing page had the necessary information required to show a summary of all the media campaigns that we run. One of the challenges we ran into was prioritising what exactly should be shown in the landing page.

1) Filter Selection

This is the filter selection to allow us to look at campaigns over time period, by brands or by types of campaigns.

2) Surfacing Important Data

Because this acts as a dashboard, we want to understand quickly what is happening. One important feature is the “View Problem Campaign” so that we can immediately identify which campaigns are not meeting their goals.

3) Chart and Correlations

One of the things that we wanted to look at how media and sales are correlated. This allow us to correlate our sales vs our spent and savings.

4) Campaign Listing

As a snapshot of what is happening, this gives us a clear understanding of how much has been spent, the savings and the status of the campaign. For more details on the campaign performance, users can click to go into each individual campaign.

D) Developing the Campaign Details Page

The campaign details page was the biggest challenge as there are so many data points that we usually look at. How can this be presented in a way that helps us understand the data quickly yet offer the flexibility to allow us to slice and dice the data as we see fit?

1) Campaign Details

Showcase the campaign details, including the ability to quickly turn an existing campaign into an audience profile.

2) Important KPIs

We need to immediately know how much has been spent, what is the savings and what is remaining.

3) Media Channels

We showcase some of the media channels that we run our ads on. These essentially summarises our overall impression and TA% performance.

4) Data Benchmarks

To quickly understand whether we are meeting our targets, we can look at our overall results and how they compare against our benchmarks.

5) Media Chart

In chart form, how are we forming in terms of impressions, clicks, CTR, reach and TA%.

6) UV Frequency Distribution

We can filter by platform how our frequency is after we include some frequency control in our campaigns.

7) Search and Export Detailed Data

This section allows the user to detail down what kinds of data is needed. They can select multiple options or just a single option, offering them the flexibility they need. They can also create a template so that they do not need to reselect options every time. Finally, they are able to export it out for further analysis.

Concluding Thoughts

The platform was launched in September 2018 and resulted in a 30% increase in Media Efficiency and Effectiveness. There are continuous works done to improve the overall user experience of the system as well as a detailed product roadmap to help us achieve our goals. Couple of learnings:

  1. Ensure that you prioritise the right amount of data so that you don’t include data that does not help us analyse the results and give us the necessary insights.
  2. Technical Understanding is important, especially at the start of the project. Without a good technical understanding, a lot of workarounds have to be developed at the later stage (which means manual labour).