Heyhumming_Tech Capabilities_Draft-updated - Read-Only.pptx
- 1. We create, deliver and optimize digital marketing campaigns for some of the worlds most successful brands. We operate at the intersection of technology, media, operations, marketing, CRM, consultancy and creative. With over 20 years experience, and a global team of subject matter experts, we provide digital marketing resources and expertise so that our clients can achieve their business potential. What We Do 1
- 2. Marketing Cloud Digital Consultancy Media Operations Creative Production Data andAnalytics Tech Development Audit & Analysis Performance Benchmarking Landscape Analysis Market Trends Operational Workflow Automation Strategy Commercial Strategy Campaign Strategy Technology Management Journey Planning Data Management Design and Build Campaign Deployment Reporting and Insights Strategy and Set-up Ad Trafficking QA and Tag Management Campaign Management Biddable Media Programmatic Management Reporting and Insights Ideation and Strategy Design and Identity Copy and Content Technology Selection Production and Build Deployment and QA Performance Optimization Strategy Development Data Management Extraction and Aggregation Cleaning and Cloud Services API and Connectors Custom Dashboards Reporting and Insights Audit & Analysis Bespoke Builds Web Development Ecommerce AI/ML Systems Integration Cloud Strategy Full-Service Digital Solution 2
- 3. Ad-Tech Email Media Data Certified Partnerships and Deep Platform Expertise 3
- 4. Entertainment Retail D2C Publishers Platforms Leading Clients Trust Us With Their Digital Marketing 4
- 5. Our Products 5 Inovus Automate is a campaign automation tool which works in integration with GAM. The objective is to automate campaign activities with improved efficiency and accuracy The tool is used to automate the day-to-day activities related to Advertising Operations like campaign optimization, bulk campaign creation, bulk creative upload, line item creation, and so on ScreenBot tool makes ad operations specialists lives easier by automating the following tasks: Capturing advertisement screenshots by queuing through the application Integrating ad servers into the application for screen grabs Capturing screenshots in bulk Email option to send the screenshots to the client directly from the application. SAM is a data extraction tool that supplements the manual process of downloading data from different applications with an automated extraction process. It eliminates the need to visit multiple applications and download data one source at a time It also adds to the power of existing APIs that fetch data from multiple applications on a regular basis Inovus Analyze is an interactive web-based solution for multidimensional analysis that enables a wide range of digital marketers to easily and efficiently mine actionable information from their data. It is an all-encompassing marketing analysis solution that lets the user to combine all of the disparate data sources into one central repository.
- 6. 18 Confidential Property of Theorem Data Solutions Smart Adaptor for Marketers Over 80+ connectors to DSP/SSP, Ad Servers , Social , Email & Analytics Platform. Able to extract data via API or UI scrapping. Ability to post extracted data to FTP/SFTP , S3 , Email attachment.
- 7. Agency Data Solution Problem Exiting vendor TAT was slow and impacted client deliverables Client needed a tech partner to manage their DW Higher infrastructure cost/maintenance cost Solution Analysed their existing architecture and re-designed completely Custom proprietary data ingestion pipe-line build on java & Talend AWS EC2 to process ETL DW in AWS Redshift Reporting and Visualization in Tableau Outcome Low cost data ingestion pipeline with open-source techs Reusable pipeline which a single resource can replicate to setup new client On-boarding a new client make easy and quick. 7 Confidential Property of Theorem
- 8. Problem Solution Outcome 8 Confidential Property of Theorem USA based publishers sales teams lacked unified view of campaign performance, with data spread over 40 sources Data Aggregation from a variety of platforms was complex Unified View - Resolving campaign data across platforms to provide a unified view is a challenging program to work Data cleansing and manipulations was time consuming Business needed flexibility in data analysis for Advertisers; reports have to adapt and include additional filters as needed Centralized DW in AWS Redshift API connectors to pull data from desperate sources Data pipeline: Extracting data using API from multiple platforms, transform and load. Custom dataset: SSIS ETL to clean , map and load data to individual as combined datasets Visualization: Web Application to present Advertiser Performance data to sales ,clients & ops teams Sales teams can access advertiser reports by linking Salesforce app. Web-application called Transactional Advertiser Reporting (TAR) was deployed. Now, Advance Local sales team was enabled with advertiser reports allows better, in-depth account review meetings and facilitates revenue growth Analysis of data across markets and advertiser industries provides unique benchmarking opportunities Web Application for Data Visualization Transactional Advertiser Reporting
- 9. Marketing Cloud Digital Consultancy Media Operations Creative Production Data andAnalytics Tech Development Audit & Analysis Performance Benchmarking Landscape Analysis Market Trends Operational Workflow Automation Strategy Commercial Strategy Campaign Strategy Technology Management Journey Planning Data Management Design and Build Campaign Deployment Reporting and Insights Strategy and Set-up Ad Trafficking QA and Tag Management Campaign Management Biddable Media Programmatic Management Reporting and Insights Ideation and Strategy Design and Identity Copy and Content Technology Selection Production and Build Deployment and QA Performance Optimization Strategy Development Data Management Extraction and Aggregation Cleaning and Cloud Services API and Connectors Custom Dashboards Reporting and Insights Audit & Analysis Bespoke Builds Web Development Ecommerce AI/ML Systems Integration Cloud Strategy Full-Service Digital Solution 9
- 10. Confidential Property of Theorem 10 Theorem Team DSP Experience
- 11. Theorem 11 Trafficking Programmatic Campaign Management Reporting Tag Configuration 3rd Party Tag Deployment Pixel Implementation Campaign Setup Troubleshooting Campaign Setup Bid Management Yield Optimization Audience Measurement Reporting Inventory Management Campaign Monitoring Creative QA Campaign Reporting Optimization Performance Reports Discrepancy Reports Pacing Reports End of Campaign Reports Budget/Billing Reports Ad Operations
- 12. Theorem 12 Strategy & Planning Design & Development Campaign Management Reporting & Optimization Confirm campaign goals & objectives Define the audience & identify lookalikes Define ad concept & types Define targeting Image, layout, background & text Identify ad tagline, copy & description Define call to action Color, font size & composition Campaign creation w/ appropriate auction, promotion & placements Audience, demographic, interest & geographic targeting Pre & post launch QA Tracking using appropriate pixels Activation Copy & image optimization Management of pacing utilize calculator tools Optimize delivery to meet goals and KPIs Creation of campaign wrap up reports Budgeting/billing reports Social Marketing Capabilities
- 13. Theorem 13 Structure Strategy Campaign Management Governance Account/campaign framework Ad groups Keyword generation Copywriting Sync Upload Bid strategy Budget recommendations Campaign structure audit & recommendations Employ best practices (ad copy, campaign/ad group structure) Ad copy A/B testing Campaign health Monitoring Manage to campaign KI goals Pacing management Campaign optimization Bid management Reports; pacing, performance, campaign/ad group level Search query review Negative keyword list URL auditing Link Checking Search Engine Marketing Capabilities
- 14. 14 They have been accurate in their plan building while being super efficient in turnaround and pointing out discrepancies from original objectives. I feel confident in having them service my White Glove accounts and super appreciative of them. They have been life-savers! Theorem knew the solution was to become an extension of Pandoras existing teams. We aligned our skilled teams with the clients existing sales regions, creating highly functional 1- to-1 relationships with Pandora sales staff. This dedicated support structure helped to maximize quality and operational efficiency. Our systematic account onboarding scaled in line with Pandoras growth. The output is an end-to-end solution covering ad trafficking, campaign monitoring and optimizations, reporting and account management including client communications. THE CHALLENGE A Need to Increase Revenue and Reduce Costs THE SOLUTION Become a Trusted Extension of the Clients Teams Pandora (the major online music service) wanted to increase advertising sales revenue, improve service levels, all while reducing operational costs. They were looking for a partner who could help them scale at a department and corporate level. They needed audio and display ad-operations expertise along with a better order-to - cash process - allowing them to focus on strategy and sales. THE IMPACT Increased Customer Service and Reduced Costs Our teams improved Pandoras bottom line, with ad-operations cost savings of more than 50%. We were able to support over 85% of total AdOps tasks, working directly with 200 client users across 4 regions. We help Pandora grow higher value revenue, as their internal teams are now focused on sales, upsell and managing key accounts while Theorem supports all other operations. Increasing client revenue by scaling a major digital audio business PANDORA
- 15. Theorem 15 Pandora End-to-End Media Management Trafficking and Screenshots Account Management Media Planning Reporting Programmatic Camp. Mgmt. Pre-Sale Post-Sale/Pre Launch Post-Launch/Campaign Live Post-Campaign/Reporting Image/DFP Trafficking 3P Trafficking Optimization Troubleshooting Video Trafficking Audio Edit Planning Revisions Order Entry IO confirmation Launch Report Campaign End Reports Wrap Reports Custom Reporting Avails Reporting Moat Viewability UD/UP Report MOAT Reports Launch Report Campaign End Reports Wrap Reports Custom Reporting Avails Reporting Moat Viewability UD/UP Report MOAT Reports
- 16. Confidential Property of Theorem 16 Team Structure & Roles End-to-End Campaign Management Role Tasks Trafficker Build/traffic campaigns to spec including: 1st & 3rd party tags Day-parting Audience targeting Execute campaign updates i.e. creative swaps, reflighting Screenshots Campaign Manager Monitor campaign health/pacing Manage to specified metrics i.e. CPA/CTR goals, conversion rates, etc. Optimize within approved level and parameters Reporting Analyst Build reports and dashboards: Performance Wrap reports QA Analyst Monitor campaign health/pacing Manage to specified metrics i.e. CPA/CTR goals, conversion rates, etc. Optimize within approved level and parameters
- 17. Confidential Property of Theorem 17 AdOps Onboarding Process Gather Requirements Kick-off: 1 hour Work volume Turnaround times Campaign types (display, mobile) Direct or Programmatic Key platforms or systems Internal process flow Key documents IO Creative files QA checklists Pacing Reports Optimization guidelines Process Documentation and Training Theorem builds a project plan Theorem documents all processes / cross-team work flow Client approves cross- team process Theorem shadows PMX team for 1-week Theorem takes on a few samples campaigns Client checks Theorem team work Client and theorem Teams collaboratively refines process Parallel (~2-3Weeks) Theorem begins to lead trafficking process (live cases) Client continues to check Theorem work and gradually turns over campaigns until Theorem is managing full volume Move to steady state, teams meet weekly to ensure success Theorem Best Practices (2-4 week process depending on account complexity)