Streamlining the Analysis of Hundreds of Ad Tests
The synergy for the Client's needs: DataTile—Fastuna collaboration
Project background
Managing ad tests across various markets and products can be overwhelming. Traditional methods, like PowerPoints or Crosstabs, work for smaller projects. While handling several hundreds of creative materials requires a research automation tool to navigate this journey efficiently. Fastuna, an online platform, offers comprehensive testing tools for creative materials, and DataTile revolutionises data analysis for marketers and researchers.
Key objective
Create a central data hub to streamline the analysis of test results, incorporating additional data sets for a comprehensive view of marketing efforts.
Client
Fastuna addressed us on behalf of their client – a large technological corporation which operates as an umbrella brand in different market segments (Taxi, food delivery services, media services). Their marketing efforts include idea validations, followed by data analytics activities, resulting in making data-driven decisions and enhancing their brand performance.
Their team was faced with analyzing results from a thousand materials tested through 9 distinct types of testing with the Fastuna platform. They needed a centralized data repository enriched with additional client-specific information, such as TRPs, advertisement costs etc.
Project Outline and Solution - Streamlining Data analysis
Data preparation and validation
DataTile data processing tools were used to clean up the files, recode the materials' naming. Additionally the codebook was composed to ensure the correct choice of variables’ names and types. Received data was loaded into the targeted DataTile databases and linked to other sources of information.
Data representation
DataTile created nine dashboards linked to proper business streams as well as to the multimedia.
Data accessibility
The team developed a portal, where the client can share all the necessary data in one click or set up the access groups according to their security policy.
The DataTile solution
The journey from the initial conversation to the final delivery of the JICMAIL Discovery Portal spanned six months. Adopting an agile development approach, we held weekly meetings that facilitated real-time adjustments to technical specifications. This iterative process was instrumental in accommodating the evolving feedback from the JICMAIL team.While the DataTile platform's inherent capabilities met most of JICMAIL’s needs, certain gaps remained. To bridge these, we enhanced and expanded the platform's functionalities. This adaptability not only addressed JICMAIL's specific requirements but also positioned us to handle even the most specialised requests in the future.
Key pillars of our solution:
Scalability
This was a non-negotiable requirement. As new data is continuously incremented in time, the DataTile team architected an automated, robust pipeline that involves auto-coding and classifying hundreds of thousands of brand titles. This ensures that the latest data is available to users as soon as possible without causing any interruptions to their tasks.
Extensibility
Thanks to DataTile's inherent functionality, updating or introducing new dashboards, analytics, and reports to the JICMAIL Discovery Platform is straightforward. This ease of use eliminates the need for intricate scripting or high-cost development in the future.
Customisation
While a significant majority (90%) of the Discovery Portal leveraged DataTile's standard WYSIWYG capabilities, JICMAIL had specific methodological calculations tailored to their clientele. To cater for these unique needs, we introduced highly specialised sub-applications termed 'Portlets'. Designed specifically by the DataTile team for this project, Portlets facilitate the embedding of third-party microservices into dashboards, ensuring data security and consistency are uncompromised.
Data Consistency and Reliability
The heartbeat of the DataTile platform is its bespoke vectorised statistical database. This foundational element guarantees not only scalability and performance but also unwavering consistency between raw research data and the figures showcased on a user's screen or numbers exported to PowerPoint slides.
We’re happy with our collaboration with DataTile. Our strategic client was able to achieve greater flexibility and has significantly improved the speed of obtaining operational data. Moreover, it streamlined access to research data for final users and as a result accelerated their business-decision making process. On our side, this collaboration enabled us to relieve ourmanagers from routine tasks and increase customer loyalty
– Rimantas Reimontas, Managing Director at Fastuna EU
Business Impact
Customer loyalty
By minimizing the routine, focusing on strategic tasks and leaving the technical challenges of handling the tested data to DataTile, Fastuna bolstered their client’s loyalty.
Improved workability
Research automation positively impacts the performance of analysts and product owners, as it frees their time and speeds up their decision-making process.
Scalability
Collaboration with DataTIle and Fastuna ensured quick and responsible management of large data streams, which created a solid foundation for conducting more extensive research in the future.
This cooperation provided the client with a comprehensive and reliable solution, which facilitated their smooth and confident product launch. With the Fastuna platform the client was able to test their creative materials and with DataTile they obtained automated results delivery and the visual representation of the tested data within the plausible amount of time. Thousands of materials are now accessible in a single repository, the client can swiftly compare data from various sources and share new data with end-users.
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