Context

Faced with challenges around audience targeting, a leading ad tech specialist had to adapt their services and offers to both the short-term and long-term perspective.

The client is growing in the sector of digital marketing telecommunications, and needed to improve its services to deliver digital audio advertisements worldwide, at any time, and to a precise audience.

In advertising, additional parameters have a substantial impact on performance. Their previous solution had granularity, seasonality, and forecasting limitations.

The client needed better insights into how they could use their vast data. Feeling overwhelmed and uncertain, they contacted Agilytic to optimize the allocation forecast.

Approach

1. Understanding needs

Allocation forecasting offers a methodology that prepares a range of possibilities to choose from. This helps secure a favorable future or respond quickly to an unfavorable one. Leaders in business and industry have widely used it for decades to improve present decision-making and efficiently implement strategies.

To develop a better service allocation estimate, the client wanted to answer questions like:

• How accurate is this prediction compared to the actual hours available?

• What is the impact of seasonality?

• What is the effect of ratio approximation?

2. Diagnosis & analysis

We began with a comprehensive diagnosis of the current data landscape and existing infrastructure.

We then proceeded to work extensively on a detailed data modeling exploratory analysis designed to efficiently and quickly compute an accurate allocation estimate based on the various input parameters provided by the client.

3. Delivery

We offered documentation for a data roadmap, looking at initiatives to enrich the database and strengthen analysis, a potential technical framework, and data governance. We delivered the following:

• Detailed analysis and our conclusions for each milestone taken

• Our development scripts justifying our model selection, our findings, and resulting intellectual property

• Complete documentation of the project, methods and processes used, and the results obtained

Results

We presented scalable allocation forecasting to improve services in advertisement and marketing. The model can generate allocation forecasts in real-time, enabling rapid decision-making and agile campaign planning.

🔍  Enhanced granularity & improved accuracy

Unlike their previous solution, our model accounts for multiple parameters simultaneously, including audience demographics, geographic targeting, time slots, and content preferences.

By incorporating seasonality patterns and historical performance data, the forecasting model significantly reduces the gap between predicted and actual service availability.

🔄  Consistency across campaigns

The standardized methodology ensures reliable predictions across different markets, timeframes, and audience segments, facilitating better resource allocation and strategic planning.

This comprehensive approach empowered the client to optimize their advertising services, maximizing campaign effectiveness while minimizing resource waste.