Network Streaming Service
Improving advertising spending conversions for a new streaming service.
Credera was engaged to support the launch of paid media and associated attribution reporting for a new network streaming service by providing technical strategy, program management, and subject matter expertise.
At a Glance
A premium television network needed support for the paid media of their new direct-to-consumer (DTC), video-streaming platform. They partnered with Credera to provide technical strategy and program management in support of their marketing efforts while lending expertise in various MarTech domains. Credera was able to define long-term reporting to track media attribution and key performance indicators across web and mobile, implement tracking for mobile conversion events, and enable tracking through a mobile attribution platform that led to higher customer retention.
The Challenge
Increasing marketing effectiveness through technology and program management.
Credera partnered with a network and Omnicom media agency, Hearts & Science, to support the launch of paid media for a new network streaming service. Credera provided technical strategy and program management in support of their marketing efforts, while additionally lending some specific subject matter expertise in various MarTech domains.
The Solution
Leverage technology across the marketing and analytics spectrum to provide better customer and advertising spending data.
Credera supported the teams by providing:
Process definition for various AdTech platforms to run and manage necessary marketing campaigns and reporting.
Technical strategy and support for network engineering teams to enable smarter, relevant, and engaging advertising to enhance the user experience of the product being promoted.
Data analysis and reporting to validate media data and user tracking mechanisms as well as to provide the data visualizations necessary to determine program success.
Data architecture design for the analytics reporting layer to support scalable, accurate reporting.
Program management to ensure workstreams are collaborating and executing to meet targeted launch dates.
The Results
Enhancing visibility into advertising effectiveness and unlocked ways to optimize campaigns.
The teams created an attribution model and tracking to enhance reporting capabilities, increase visibility, and drive a better user experience
MEDIA & ATTRIBUTION REPORTING
Defined long-term reporting vision and worked with the streaming service's engineering team to create minimum viable product reporting layer. The team is now able to report on media attribution and key performance indicators across web and mobile.
PROGRAM VISIBILITY & SUPPORT
Stakeholders were kept aware of status, risks/issues, timing, and key decisions that needed to be made across technology, taxonomy, and data sciences workstreams. Additional accountability lead to on-time delivery and program success.
MOBILE CONVERSION EVENTS
Implemented tracking for mobile conversion events These events can be reported on internally to better understand the customer journey and can be posted back to ad platforms to optimize marketing campaigns and media spending.
TRACKABLE RE-ENGAGEMENT CAMPAIGNS
Enabled trackable deep linking through a mobile attribution platform, which provides performance insights to media partners while delivering a more engaging user experience, leading to higher customer retention.
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