Reinventing Campaign Analytics in OTT and CTV Advertising

An industry leader in OTT/CTV advertising provides brands with a platform to reach audiences globally through premium, long-form streaming content. The client relied on advanced analytics to deliver actionable insights on ad impressions, engagement rates, and click metrics, but legacy, static dashboards limited flexibility and data storytelling.

Partnering with BlueCloud, the client transformed their analytics capabilities over a five-month engagement, implementing a modern platform that centralized marketing campaign data, enabled self-service analytics, and delivered dynamic, interactive visualizations through a customer portal. This empowered both internal users and external advertisers to make real-time, data-driven decisions.

• Centralized marketing campaign data on a scalable and reliable platform.

• Enabled self-service analytics with real-time insights using ThoughtSpot.

• Developed a state-of-the-art customer portal for intuitive access and interaction with campaign data.

• Delivered dynamic, interactive visualizations to improve data storytelling and decision-making.

• Empowered hundreds of internal and external users to optimize campaign performance and advertising spend.

• Laid the foundation for future innovations, including machine learning and LLM-powered solutions for advanced analytics.

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At the heart of this client’s success is data. By leveraging sophisticated analytics, the client provides advertisers with actionable insights ranging from ad impressions and engagement rates to click metrics. These insights not only measure campaign effectiveness but also guide strategic adjustments, ensuring campaigns reach target audiences and deliver a competitive advantage.

However, the client faced significant obstacles that limited their ability to deliver more intelligent, actionable analytics:

• Outdated dashboards: Legacy data analytics dashboards were overcomplicated, static, and one-dimensional.

• Limited analytical flexibility: The existing tools restricted the client’s ability to easily draw insights and make data-driven decisions.

• Inhibited data storytelling: Customers were unable to fully understand, interpret, or act on campaign data due to the limitations of static dashboards.

• Need for dynamic visualization: The client required a solution that enabled interactive, dynamic data visualizations to optimize campaigns and maintain a competitive edge.

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BlueCloud partnered with the client to transform their analytics capabilities, leveraging a combination of data enrichment, cloud technology, and application development to deliver a modern, intuitive platform. The goal was not only to optimize internal processes but also to redefine how advertisers access, interpret, and act on campaign data.  

Through a five-month engagement, BlueCloud’s multidisciplinary team, comprising project managers, application developers, analytics specialists, and QA testers, crafted a solution tailored to the client’s unique requirements, resulting in a complete reinvention of campaign data analytics.

Key Elements of the Solution:

• Integration of Snowflake on AWS to centralize marketing campaign data and create a scalable, reliable data foundation.

• Implementation of ThoughtSpot to provide self-service analytics and interactive visualizations, enabling real-time exploration of campaign results.

• Development of a state-of-the-art customer portal to elevate how advertisers consume and interact with campaign data.

• Tailored engagement by a multidisciplinary team including project management, application development, analytics specialists, and QA testers.

• Creation of an intuitive, easy-to-use platform that empowers both internal users and external customers to access actionable insights.

• Complete reinvention of campaign data analytics, enabling better decision-making and improved advertising spend efficiency.

• Enhanced internal and external adoption, with hundreds of users now leveraging the platform for strategic, data-driven decisions.

Tech Stack

• Centralized marketing data using Snowflake on AWS, creating a reliable and scalable foundation for analytics.

• Enhanced self-service analytics through ThoughtSpot, enabling users to explore campaign results in real time.

• Developed a customer portal that redefined how advertisers consume and interact with campaign data.

• Delivered an intuitive, user-friendly platform adopted by hundreds of internal and external users.

• Enabled strategic decision-making by providing actionable insights into campaign performance and advertising spend.

• Demonstrated true partnership with the client, offering candid feedback and innovative solutions throughout the project.

• Complete transformation of campaign analytics, setting the stage for future growth, improved efficiency, and competitive advantage.

The journey does not end there. BlueCloud, with its BlueStorm innovation team, continually reimagines the data landscape. Their recent breakthrough solutions, BlueCausal + BlueInsights, will be integral to providing further insights to their client’s customers. While BlueCausal employs machine learning for campaign optimization, BlueInsights leverages Large Language Models (LLMs) to translate intricate data into understandable business outcomes, allowing non-technical users to translate complex data themselves.

The innovative technology of BlueCausal and BlueInsights promises to accelerate the newly created dashboard, empowering customers to make the decisions that are best for their personal situation and needs. The advertising client’s pledge remains unchanged: To champion advertisers as they navigate the evolving media landscape, ensuring they always remain a step ahead.  

Read more about BlueInsights here.  

Explore our Data Engineering and Data Analytics services to learn how you can holistically derive insights and make informed decisions.  

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