Optimizing marketing campaigns and automating processes
The challenge at Nova Expressão
ABOUT THIS SUCCESS STORY
Nova Expressão faced challenges in managing campaigns across traditional and digital media due to data dispersion and manual processes. By implementing Pentaho Data Integration and Tableau, they automated data integration and analysis, optimizing campaigns, reducing errors, and accelerating insights, making them more competitive and efficient.
SCOPE OF THIS SOLUTION
- Pentaho Data Integration
- Tableau
- Data integration
- Data visualization and access
The challenge: monitoring, managing and optimizing campaigns
Nova Expressão’s challenge is constantly monitoring the evolution of campaigns, optimizing, measuring and constantly gauging their impact; taking into account that there is a large dispersion and disparity of data between traditional and digital media, which forces the existence of several manual processes to extract and analyze the data associated with these campaigns.
The campaign KPIs vary between platforms and it is necessary to standardize and combine the data to reach a single vision. There are many products on the market that try to solve these problems, however, many of them offer solutions that fall short of the necessary requirements. They often primarily focus on digital media data.
One example is the need to be able to connect to a wide range of data sources generated by paid media campaigns and have the ability to cross-reference customer-owned media with high volumes of data. To do this, it is essential to have an Analytics tool that can demonstrate and incorporate forecasting results.
The solution: Pentaho Data Integration in the automation and simplification of processes
The solution XpandIT implemented allows both Nova Expressão’s internal team and its clients to access information from digital marketing campaigns and traditional media in a simplified way, allowing them to optimize marketing campaigns more effectively.
Data integration is performed through Pentaho Data Integration, which automates and simplifies processes, communicating between the various systems and aggregating all the different media data sources with different APIs, each with their own specificity, in a standardized way. Its great versatility of integration between platforms is thanks to the configuration capacity being highly extensible, allowing development, which is potentially more difficult to maintain.
Existing offers in the marketing data integration market are generally very focused on the digital component. But tailored processes are necessary for traditional media management, and Pentaho Data Integration, with its diversity of available steps, fulfils this need perfectly.
With data integrated into a unified format, it is possible to create knowledge. Using Tableau, this process is carried out in an agile, appealing way for the end user, democratizing access to data in near real time, anywhere in the world, via a cloud platform.
“It is important to point out that having an agile team is key. Able to execute, learn about the business quickly, advise and understand how to leverage technological knowhow to create a winning solution that contains many specifics. Launching alerts in a timely manner, overcoming obstacles, all in an excellent way.”
João Neves
Digital Development Director, Nova Expressão
The benefits: improved campaign and results analysis
Automation and parallelization of processes
with respective reductions in human error, acceleration obtaining data from hours to minutes and reduction of the top-down operational effort.
Ability to correlate between different data sources and their interpretation
easily scaling the volume of data used, without losing on speed.
Use of attribution models and predictive models
providing greater critical analysis and improved results.
Greater diversity of services and offer
boosting process automation, leveraging continuous improvement, and helping make it increasingly competitive.
Main tecnologies
About Nova Expressão
- Portugal’s largest media agency
- 30 years on the market
- Its core business is managing and optimizing advertising campaigns for national and international clients.
- Present in both digital and traditional media.
Mission & values
- Independence
- Sustainability
- Excellence and Recognition
- Collaboration and Trust
Type of solution
- Easy access to integrated data
- Effective campaign optimization
- Complete digital and traditional coverage
- Personalized processes with Pentaho
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