Intelligent TV and radio ad campaign management

CUSTOM WEB APPLICATION

Business need

As a direct-response advertiser, Converze got overwhelmed with repetitive manual work. It needed to automate the placement of ad orders, conversion tracking, and campaign analytics.

Result

MindK designed and built a first-of-a-kind solution for direct response marketing. It features powerful analytics and workflow automation, streamlining the processes and saving our client thousands of dollars.

Industry
Advertising
Location
USA
USA
Working together since
Jan 2017

Converze Media Group is one of the leading direct-response advertising agencies in the United States. They have implemented ad campaigns across media channels to meet client objectives and bring a powerful marketing perspective.

Philip Yancey

Managing Partner, Converze Media, USA

I appreciate how MindK was able to build such a platform from conference calls, emails, and basically a wish list

The newly developed platform saves our staff hundreds of hours each week. In addition, this industry-exclusive platform automates attribution for all google, radio, and television leads which will serve as a one-stop area for our staff and clients. I appreciate how MindK was able to build such a platform from conference calls, emails, and basically a wish list of what our company wanted and needed automated to make Converze a more efficient and effective player in our space.

The challenge

Each ad campaign required forming ad orders, sending them to the relevant stations and manually analyzing the huge broadcast logs to take care of ROI. It took days of hard work, making the process inefficient. Converze required a strong automation tool able to help them build, support and analyze radio and TV advertising campaigns in no time.

The solution

In light of the client’s needs, MindK team created an intelligent marketing attribution platform, called AIM Analytics. Now the system covers and automates end-to-end advertising workflow, allowing the client to manage thousands of different campaigns and analyze their results in a few clicks.

Tailored reports for in-depth analytics

A wide range of report settings and smart filtering makes it easy to navigate the overwhelming amount of data. It allows making data-driven decisions in real-time.

Tailored reports for in-depth analytics

A wide range of report settings and smart filtering makes it easy to navigate the overwhelming amount of data. It allows making data-driven decisions in real-time.

AIM Analytics tracks campaigns across marketing channels and provides accurate, up-to-date reports, with traffic numbers, cost per actions, and buying data. That way, account managers, media buyers, and customers can find out which actions they need to take to lower the customer acquisition cost.

All the key metrics in one place

User dashboard contains a variety of graphs and charts to display data in a simple and easy to understand format.

The engine and heart of the system is a parser module. It parses 300+ radio broadcast logs a day to track the frequency and timing of ad campaigns, and updates reports every two hours. An integration with 3rd-party systems like Media Monitors and BVS minimizes the errors. Add to that taking data from calls, SMS, and Google Analytics (website visits when the ad was aired), and you get a tool that eliminates days of hard manual work, leaves space for strategic decisions and increases customer satisfaction.

Customized data views

All the collected performance metrics can be highlighted on a personalized dashboard. Now, anything that affects ROI can be detected at a glance.

Customized data views

All the collected performance metrics can be highlighted on a personalized dashboard. Now, anything that affects ROI can be detected at a glance.

The developed solution gives Converze media an advantage unmatched by any other agency. It provides the agency with:

Fully automated workflows on all stages of setting up, planning, airing, billing, analyzing and summarizing the ads.
Media plan visualization: users can easily import .xlsx or.csv files to visualize the plan as a media calendar or create it right in the app.
360-degree campaign analytics that takes into account a myriad of variables: rate reduction, copy, stations, formats, creative lengths, offers, etc.
Integrations with a number of 3rd-party systems to collect valued data for further analysis.
Simplified order placement, that allows users re-use previous data, fill a couple of fields and automatically send orders to chosen radio stations across the US.
Intuitive dashboard of customized reports and ability to generate campaign invoices right from the app.

Ads done right the first time

Aim Analytics tracks both successes and failures, that allows Converze Media to come up with winning strategies again and again.

Now users can

Manage the whole advertising process in one single place.
01
Save on collecting and analyzing data for reports thanks to in-build parsing and analytics.
02
Forget about manual actions and concentrate on more outstanding tasks related to the advertising strategies.
03
Work on improving media plans and increasing return on investment for customers.
04

Services provided

Business Analysis

Prototyping and UI/UX design

Product development

DevOps

Quality Assurance

Tech stack

  • Laravel Laravel
  • PostgreSQL PostgreSQL
  • Docker Docker

Value delivered

The system enables Converze to easily manage hundreds of ad campaigns and process large amounts of data without increasing staff, thus saving thousands of dollars annually. By using analytic tools and optimizing campaigns within the solution, they provide clients with the most seamless and direct pathway to best ROI and conversions. Being a huge competitive advantage, the platform empowered our customer to dramatically expand its clients base.
1
radio stations can receive an ad order with a few clicks
1
systems like AIM analytics on the market

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