Adverity Transforms Data: Havas Agency Boosts Ad Views by 40% in One Month
Technology Category
- Analytics & Modeling - Big Data Analytics
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Sales & Marketing
About The Customer
Havas Middle East is a large, global agency with a team of professionals working together across creative, media, content, data, and innovation disciplines. The agency's goal is to make a meaningful difference in the brands and businesses they serve, as well as the lives of the people they work with. Each of Havas’ agencies develops strategies to streamline cost-effective marketing campaigns. They had created a client-facing data platform, ADAM, to manage client onboarding, target setting, and reporting.
The Challenge
Havas Middle East, a global agency, had developed a client-facing data platform called Automated Data Analytics Manager (ADAM). ADAM was designed to handle client onboarding, target setting, and reporting. However, the platform lacked advanced tools to automate updated reports across various ad platforms. The team had to manually export CSV files to create reports, a process that was slow, stressful, and prone to errors. They also found it challenging to keep up with the constant changes from various APIs. These issues prompted the team to search for a more advanced platform that could improve data integration and analysis, enabling them to serve clients more quickly and strategically.
The Solution
To enhance ADAM’s capabilities, Havas partnered with Adverity, which automatically gathered and transformed Havas’ data before sending it to BigQuery for storage. The combined data was used to monitor and optimize Twitter ad performance by comparing it to other ad platforms. This allowed Havas to measure customer acquisition costs more accurately and develop a more efficient budgeting plan. With reliable data from Adverity, Havas was able to develop custom metrics for clients, including Cost per Quality View. This metric captured the cost of video ads that were watched for longer than 50 percent of their duration. This level of detail enabled the agency to meet specific marketing goals for their clients.
Operational Impact
Quantitative Benefit
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