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
Data Platform Development and Management

02 Understand Data Requirements

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

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.

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?

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).