Custom web application

Intelligent TV and Radio Ad Campaign Management

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  • Industry

    Advertisement
  • Location

    USAUSA
  • Working together since

    January 2017
Converze logo

Converze Media Group is one of the leading direct-response radio buying agencies in the United States. For more than a century, they have implemented ad companies across all media channels to meet the client objectives and bring a powerful marketing perspective.

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“We have worked intimately with MindK to build out our digital platform to automate in every area of our daily workload. 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. ”

Philip Yancey

Partner at Converze Media

The challenge

Each ad campaign of the client 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 lengthy and inefficient. Converze required a strong internal tool able to help employees build, support and evaluate radio and TV advertising campaigns.

User dashboard with customized reports

The solution

In light of the client’s needs MindK team created an intelligent marketing attribution platform with a special focus on robust and reliable workflow automation. Now the system covers end-to-end advertising process and can be easily scaled allowing the client to manage thousands of different campaigns and analyze their results.

Analytical widgets available on the dashboard

The new advertising campaigns are kick-started in the system by means of creating custom weekly media plans and visualizing them as media calendars. In exchange for manual analyzing tons of data after the campaign, the system now automatically parses broadcast logs to track the frequency and timing of the ads. Thanks to this and a number of integrations users are able to generate sophisticated reports in less than no time, including painful reconciliation reports that involve a complex logic of matching logs with media plan.

An automatic calculation of cost per ad response which is available thanks to taking data from calls, SMS, and Google Analytics (website visits when the ad was aired) and easy-to-use dashboard makes it an ultimate tool during the campaign analytics. The developed solution provides the advertising agency with:

  • Fully automated workflows on all stages of setting up, planning, airing, billing, analyzing and summarizing the ads.
  • 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.

Catalog management

Purchasing management lifecycle: purchase order

An invoice generated within the system

Central dashboard with statistics
on requisitions and purchase orders

Some of the estimating and modelling
apps available as CINX integrations

Now users can

  • Manage the whole advertising process in one single place.
  • Save time for collecting data for reports thanks to obtaining valued ad campaign analytics in a couple of clicks.
  • Forget about manual actions and concentrate on more outstanding tasks related to the advertising strategies
  • Work on improving media plans and enhancing value for customers.
Services provided
  • Business Analysis
  • Prototyping and UI/UX design
  • Web application development
  • Database architecture
  • Quality Assurance
Tech stack
  • PHP framework Laravel for web portal development
  • API and integrations
  • Ember.js for frontend
  • PostgreSQL as a database management system
  • Docker for better DevOps infrastructure

Value delivered

The system enables Converze easily manage hundreds of ad campaigns and process large amounts of data without increase in staffing, thus saving around 200 000 USD a year. 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 empowers our customer to dramatically expand their clients base.

80%

of internal
workflows are fully
digitized

40%

increase in company revenue thanks to the system

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