A media agency helps clients communicate with consumers through channels like advertising, PR, and digital media. The agency collects data from many sources to analyze campaign performance, but current reporting processes are labor-intensive. Corbus proposes automating data collection and reporting through a centralized data warehouse and business intelligence solution to save time and improve insights. This would allow the agency to be more strategic and provide better client service.

1. Media Industry Solution
Capturing Structured and Unstructured Data from Social Media and Other Sources
April 25, 2012 Presented By:

2. Industry Area Background
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 A media agency (or media shop) helps client companies communicate with current and potential
consumers as well as the general public.
 Agencies work with their clients to understand the business issues, markets and consumers. They
identify consumer insights which help to devise a channel-neutral communication strategy to make
real connections; leverage channels ranging from public relations (PR), events and sponsorship to
traditional and interactive advertising, word-of- mouth and direct mail; all designed to build an
integrated campaign.
 Media agencies also work with their clients' agency partners who likewise develop and implement
activity across PR, events, direct marketing etc. Simultaneously, implementation planners and
buyers create and execute activity for advertising, digital media and sponsorship. These
agencies bring efficiency to their clients for media planning and negotiation points based upon their
specific expertise, volume leverage and theoretically economies of scale to drive down media
booking transaction costs.
 The main difference between a media agency and their advertising agency counterparts is that
return on investment (ROI) is key – ensuring that every element of the clients’ media investment is
evaluated and accountable. They also differ from social media marketing agencies which specialize in
promotion of brands in the social media space.
 Corbus BI Solutions are centered around digital media tracking and TV ratings (TVR)
reporting solutions.

3. Services Digital Media Agencies Offer
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 Strategy - Digital media can be very tactical, but the most successful campaigns have a
unifying strategy to focus innovation on driving real business results.
 Display - digital strategy execution revolves around accountable and transparent media
planning and buying across a multitude of publishers and ad units.
 Search Engine Marketing - Leveraging paid search to ensure efficient brand visibility within
relevant SERPs by creating cross media continuity to maximize relevance.
 Search Engine Optimization - On- and off-page optimizations increase rank and exposure
within organic search results to supplement and enhance SEM efforts.
 Social Media - A broad array of capabilities from paid media on Twitter and Facebook, to
social targeting and monitoring services focused on owned and earned.
 Mobile - Executing on the "third screen" to help brands adapt to a multitude of devices with
mobile-optimized media, content, apps, and web sites.
 Data and Analytics - Efficient data management and the ability to generate actionable insights
is mission critical in today's on-demand digital-centric media landscape.
 CRM / Email Marketing - Strategy and content development to database management and
platform selection as well as list rentals round out the agency's capabilities.

4. Services Digital Media Agencies
Offer (cont’d.)
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 Creative - The design, production, and optimization of digital assets from flash banners and
streaming video to fan pages, apps, landing pages, and/or search copy.
 Trading - Leveraging smarter media buying, stronger publisher relationships, and better
inventory to create a competitive advantage for the agency's clients.
 Experience Optimization - Consumers don’t differentiate between channels. Brands shouldn't
either. Optimize the entire digital footprint to enhance the consumer experience.
 Conversion Optimization - With only $1 spent on optimizing a web site for every $90+ spent
on media to drive traffic, there is a missed opportunity to optimize the conversion.
 Affiliate Marketing - Cross market capability to manage programs with a variety of preferred
networks as well as access to an in-house network to drive maximum sales.

5. Problem Definition
5
Introduction:
Client has a number of agencies, each having a number of account management
teams who regularly provide analysis and reporting on the performance of media
campaigns. The current processes for providing this analysis and reporting are
labor-intensive and time-consuming, requiring data to be collected and consolidated
from multiple sources such as:
Search Engines (Google, Yahoo, Bing, MSN)
Affiliates (Affiliate Window, Trade Doubler)
DFA
MediaPlex
Atlas
DoubleClick

6. Problem Definition
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The agencies use specialist third parties to collate data from providers and update
various reports. E.g. both agencies will independently collate data from Google. This
is time consuming, adds operational cost as well as an additional level of complexity
to the process.
In order for data to be presented in a usable and understandable format the agency
data teams apply complex calculations using Microsoft Excel, bespoke reporting
applications and/or use open source software solutions.
The manual nature and length of time required for the preparatory work limits the
amount of time agency analysts can devote to generating valuable insights for their
clients.

7. Problem Definition (Challenge)
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 Challenge:
 No one version of the truth.
 Multiple sources of data.
 Poor data quality with no standards or governance enforced.
 Poor Client customer service
 Constantly re-inventing the wheel.
 No reusability of reports or reporting library.
 Every client treated as a bespoke client with different strategies.
 Users need education to understand the data.
 Majority of time is spent collecting data (no standardization).
 Analysis of data is poor with minimal validation.
 E.g. Creating a sales report without understanding profitability.
 No automation; all reports are manually produced.
 Prone to many errors (70% of all spreadsheets have errors).
 96+ research and analytical tools used of which 50% do similar
job.

8. Example
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9. Example (contd.)
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 Weekly Report Production
 Repetitious process – duplicating effort and resources

10. Effect of Labor Intensive approach
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11. Objectives
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 The key business benefits from our re-design
 Efficiency savings
 stop re-inventing the wheel; reduce number of
tools.
 More time for client analysis
 do not be experts in data collation
 Improved business insight
 better informed decision making
 New revenue opportunities adding value.

12. Solution
12

13. Business Benefits
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 Operational efficiencies
 Automation of data collection saves 80% of employee time
 Reusability of standard reports (stop re-inventing the wheel).
 More accurate client reporting, higher client satisfaction levels. (complete)
 More thinking time to analyze information. (clarity)
 Robust security and privacy to ensure Client confidentiality
 Improved business visibility
 Everyone uses the same information providing the same results
(consistent, correct)
 Opportunities to amend or update Client strategies quickly
 Constantly measure performance forecasts (past, current, future)
 New revenue opportunities
 Grow Client research competency Centre
 Develop Client reporting portfolio (benefits new acquisitions strategy)
 Market leading edge against our competitors (develop packaged analytics)

14. Transformation story
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Advertising Firm Boosts Client Service with Faster Reporting and
New BI Capabilities
Problem: ZZZ Media wanted to improve operations and client services with better
business intelligence (BI) tools.
Solution: Corbus implemented a Microsoft data warehouse and BI solution to take
advantage of enhanced and streamlined reporting capabilities. As a result, Client cut report
generation time by 80 percent and improved customer service.
“So we chose Corbus to help us
implement the solution because of its
expertise from a software engineering
perspective.”
“We have cut the time it takes to create custom reports by
80 percent with a BI solution based on SQL Server 2012.
As a result, we’ve gone from a reactive to a proactive
approach.”
ZZZZZZZ, Head of Business Intelligence,
ZZZZ Media

15. Microsoft Case Study –
Leading Media and Advertising Organization
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The Client Overview
 Domain: Media & Advertisement
 Country /Region: France • Highly complex information
generating process
 Presence: Global Operations in 118
countries • Fragmented media landscape and
 Strength: 5,600 employees growing numbers of communication
channels
• Challenge was to produce timely
Voice of Customer business operations reports for end
“We have cut the time it takes to create users
custom reports by 80 percent with a BI • Legacy systems
solution based on SQL Server 2012. As • Need to build a centralized
a result, we’ve gone from a reactive to a solution to integrate multiple data
proactive approach.” sources
• Automation of the reports
ZZZZ, Head of Business generation process
Intelligence, ZZZZ Media

16. Leading Media and Advertising Organization (Cont’d.)
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Disparate
Sources Information
scarcity
Problem
Legacy
Systems Higher time
to market
Cause
Unstructured
& ambiguity
in data Higher
Costs

17. Leading Media and Advertising Organization (Cont’d.)
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Solution
Transform
Extract Load
UK Data-
UK Datamart
Warehouse
Data Integration
Structured Reports Real-time Dashboards
(MS BI) Real-time Dashboards
Benefits
Reduction in Time Business insights & Higher efficiency
to Market effective decision making and Lower cost
Technology Used  SharePoint 2010  Silverlight Telerik
 SQL Server 2008 R2  IIS 7.5  RAD Controls
 Visual Studio 2010  Silverlight 4.0

18. More Media Industry Solutions
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Media Campaign Analysis
TV Ratings
Customer Care and Analytical CRM
Financial Analysis
Marketing Analysis
Media

19. Thank You!
19
Next Steps…