com a Havas
Analytics in campaign performance
The solution from Havas Media Group
ABOUT THIS SUCCESS STORY
Havas Media Group implemented an analytics platform using Tableau and Datorama, automating internal processes and enhancing client communication. Data systematization enabled the creation of custom dashboards, streamlined billing and planning, and tailored solutions to clients’ specific needs, optimizing the analysis and presentation of results.
SCOPE OF THIS SOLUTION
- Tableau
- Process Optimization
Custom Dashboards - Autonomous Data Management
- Top of Form
- Bottom of Form
The challenge: visibility into campaign results
Havas Media Group business involves managing all its clients’ campaigns, with the primary objective of achieving the best possible results. The campaigns managed by Havas’ Media Group are divided between branding and performance, and for the latter, monitoring daily results are crucial.
Closely monitoring the campaign’s evolution facilitates the making of necessary adjustments to boost results and, simultaneously, giving visibility to the results achieved as early as possible during the process, communicating with the respective clients in a visual, simple, assertive manner.
In addition, every client has specific requirements, and it is important to adapt the process both in the collection of information and in the production of dashboards for visualization.
Consequently, the objectives were:
Implement a Business Intelligence platform
to analyze campaigns.
Consolidate information
from the various types of media daily and make it available in an immediate way.
Dashboard presentation
to present results to clients more quickly.
The solution: Tableau platform for data analysis
Tableau, an analytics platform, was implemented, allowing Havas teams to gain total autonomy over the preparation of visualizations, always maintaining a very appealing visual component adjusted for each client.
The implemented platform is completely segregated by client, and for each client there is an internal and an external component. Each Havas team has a range of clients for which it is responsible, and each one has its specific accesses to the platform.
These teams use the internal aspect for the personalized monitoring of campaigns (the fact that the information is systematized allows for the review and optimization of internal processes, namely invoicing and planning, thus reducing the associated effort).
In the external component, all the customers have immediate access to a basic dashboard for monitoring campaigns. This option is possible because the information is systematized in the same way for all customers, so that providing this dashboard is very simple.
In addition, systematization makes it possible to gather data globally in an anonymous way, making it possible to establish a benchmark with average performance per campaign type, support or format, which is extremely useful to complement the benchmark for each client, especially in situations where there is no history.
The Datorama platform has been selected by the Havas group for support with automated data collection for digital campaigns.
The integration with Tableau was therefore carried out using the export of data from Datorama, with these processes being carried out through Tableau Prep, which enabled the Havas/DBi team to have total autonomy over adjusting business rules, even at the data processing level.
For the external component, it is possible to complement the base dashboard with specific information for each client, or even customize projects to create specific dashboards.
This solution is only feasible due to the autonomy that the DBi team has over data management and dashboard creation. The fact that we have this flexibility allows us to focus our efforts on the specificity of each client.
24 hours/7 days a week
The customer has access to reports via the web with daily data update.
Dashboard in 3h
For new customers it’s possible to have the base dashboard in about 3 hours.
Morning’s work to 30-45 min
If you compare an analysis report created in Excel against updating the dashboard and its analysis.
The benefits: reduced time to present results
Improved communication with customers
the customer has 24 hours/7 days a week access to reports via the web with a daily data update.
Process optimization
Reduction in reporting time, allowing time to be used to give more insights to clients.
Autonomy over tailoring analyses to clients
Tableau Prep manages data transformation without technical team intervention.
Richer analyses
The introduction of new insights, namely the ability to benchmark.
Processes optimization
Data systematization streamlined and automated internal processes.
Greater adaptability
The easy adjustment of dashboards meets the needs of demanding clients.
“Xpand IT has given us technical support, namely in terms of setup, training and clarification of doubts. Furthermore, whenever clients pose more complex challenges, they provide advice and put us in the right direction, allowing us to take on these challenges with even more confidence.”
Rui Belona
Senior Analyst & Data Business Intelligence, Havas Media Group
Main technologies
About Havas Media Group
Havas Media Group is the media division of the global marketing and communications group Havas. As a media agency, it provides a range of services to a variety of clients, and works mainly in the management of 360º advertising campaigns on all platforms.
Mission & values
- Criar conexões significativas entre marcas
- Inovação centrada nas pessoas
- Colaboração com propósito e impacto
- Compromisso com responsabilidade social
Type of solution
- Flexible and visual BI platform
- Full autonomy for Havas teams
- Segmented internal and external dashboards
- Efficient and anonymized benchmarking
Read more
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