Scaling media networks is challenging due to inefficiencies, outdated technology, and fragmented data systems. Here's how consultants help tackle these issues:
-
Challenges:
- Data Integration: Disconnected insights from multiple sources.
- Operational Efficiency: Low productivity due to outdated processes.
- Technology Implementation: Limited growth due to incompatible systems.
-
Consultant Solutions:
- Introduced a Customer Data Platform (CDP) for better data integration and targeting.
- Improved workflows and team collaboration using project management tools.
- Built strong partnerships with advertisers to align goals and resources.
-
Key Results:
- 30% revenue growth through better operations and targeting.
- 25% increase in audience size with advanced analytics.
- 20% higher ad engagement from improved campaign strategies.
Consultants provide actionable strategies, modern tools, and measurable KPIs to drive scalable growth for media networks.
CDPs as the engine for growth: Case study and perspectives
Case Study Overview
Media Network Background
This case study focuses on a media network that faced major operational hurdles before bringing in consulting partners. Without a centralized CDP, they struggled to manage and monetize their data, which limited their ability to gain audience insights and deliver effective campaigns. On top of that, outdated technology and inefficient vendor relationships created obstacles to growth [2].
The network's reliance on vendor partnerships and data-driven advertising was hampered by disconnected systems and processes, making it difficult to scale. To address these issues, they worked with consultants to implement targeted solutions that aligned with their goals.
Network Goals and Objectives
Through their collaboration with consultants, the network identified three main areas for improvement:
-
Operational Efficiency
They aimed to refine their operations by improving vendor management, introducing new workflows, and enhancing communication across departments [1]. -
Upgrading Technical Infrastructure
Implementing a CDP became a top priority. This would allow for better data integration, improved targeting, more accurate campaign reporting, and increased monetization of assets [2]. -
Structured Growth Strategy
The consultants proposed a phased growth model with three steps: foundational improvements ("walk"), scaling efforts ("run"), and driving new initiatives ("fly"). This strategy focused on:- Building partnerships with key advertisers
- Developing advanced measurement techniques
- Aligning internal KPIs
- Coordinating marketing and sales efforts [3]
The goal was to create a scalable framework for long-term success while fostering better collaboration and efficiency. This required breaking down silos between marketing, commercial, and retail media teams [1][2]. By addressing these objectives, the network aimed to streamline operations, modernize its infrastructure, and capitalize on new growth opportunities.
Strategies Used by Consultants
Forming Partnerships
The consultants created a customized program to establish partnerships with key advertisers, focusing on shared goals and deeper collaboration. Their strategy revolved around three main steps:
- Pinpointing and prioritizing partners based on their strategic importance.
- Building tailored frameworks and communication channels to support ongoing collaboration.
- Introducing a model that emphasized shared growth rather than one-off transactions.
These partnerships became the foundation for smoother workflows and better collaboration across departments.
Improving Operations
To boost efficiency, the consultants standardized processes and incorporated advanced analytics. They also introduced tools and workflows to better align the efforts of marketing, retail media, and analytics teams.
Some of the key changes included:
- Connecting CDPs (Customer Data Platforms) with DSPs (Demand-Side Platforms) to automate media buying.
- Ensuring marketing efforts aligned closely with revenue objectives.
- Bridging retail media teams with merchant operations for better coordination.
- Simplifying analytics and campaign management processes.
With these operational improvements in place, the consultants shifted their attention to technology-driven growth.
Using Technology and Data
The implementation of a robust CDP brought several benefits:
- More precise audience targeting through improved segmentation.
- Better tools to measure campaign performance.
- Stronger controls for managing data privacy and governance.
AI tools further refined customer insights and enhanced targeting accuracy [1]. By unifying previously disconnected systems, the consultants provided a scalable way to generate actionable insights. They also introduced data governance policies that struck a balance between accessibility and privacy, ensuring the framework could adapt to changing market demands [2].
sbb-itb-01010c0
Addressing Challenges
Data Integration and Use
To bring together customer data from various touchpoints, consultants introduced a Customer Data Platform (CDP). This tool standardized how data was collected, ensured compliance with regulations, and enabled real-time activation. At the same time, clear governance policies were put in place to balance accessibility with privacy. This approach maintained data accuracy while supporting scalable operations.
Once the data strategy was unified, the focus shifted to improving collaboration across teams and external partners.
Team Collaboration
To break down operational silos, consultants organized cross-functional workshops and introduced project management tools. These tools helped align teams around shared goals, making operations more efficient and supporting the scaling strategy.
| Focus Area | Challenge Addressed | Solution Implemented |
|---|---|---|
| Internal Communication | Departmental silos | Regular cross-functional meetings and shared project dashboards |
| External Partnerships | Resource optimization | Strategic partner alignment programs |
By creating better alignment among internal teams and external partners, the network became more capable of tracking and measuring progress effectively.
Setting and Tracking KPIs
Rather than using one-size-fits-all metrics, consultants developed custom KPIs tailored to the network's business model and growth goals. These included metrics for revenue growth, audience engagement, campaign performance, and partner satisfaction.
"The key to successful scaling is building a measurement model that equals or exceeds those of more-established networks. This ensures accurate impact assessment of retail media campaigns and provides fair competitive comparisons." [2]
This KPI framework allowed for precise performance tracking while enabling fair comparisons with competitors [2].
Results and Key Learnings
Measurable Improvements
By working with strategic consultants, the media network achieved impressive growth directly linked to the strategies put in place. Key operational changes and improved targeting efforts resulted in a 30% increase in revenue. On top of that, advanced analytics and refined targeting boosted the audience size by 25% and increased ad engagement by 20%.
| Performance Metric | Improvement | Consultant Contribution |
|---|---|---|
| Revenue Growth | 30% increase | Operational improvements, better targeting |
| Audience Reach | 25% growth | Implementation of advanced analytics |
| Ad Engagement | 20% increase | Improved targeting strategies |
These results provided a solid foundation for long-term, scalable growth.
Frameworks for Future Growth
The consultants introduced a modern technology system that integrates data, supports real-time analytics, and allows for quick, informed decisions. This system helps the network spot opportunities for growth while maintaining operational efficiency.
Why Expert Support Matters
The consultants brought deep knowledge of strategic partnerships and operational efficiency, delivering measurable outcomes and fostering collaboration across the organization. Through workshops and project management tools, they improved team communication and productivity.
Beyond consulting, tools like The B2B Ecosystem offer AI-powered solutions and strategic advisory services to help media networks scale more effectively.
Additionally, partnerships with advertisers and vendors led to priority ad placements and tailored campaign opportunities, strengthening the network's market position. This case study highlights how expert consultants play a critical role in overcoming growth challenges and driving long-term success.
Conclusion: Insights for Scaling
Key Takeaways
This case study highlights how working with strategic consulting partners helps media networks grow by using data-driven methods and structured operations. These efforts lead to measurable boosts in revenue, audience reach, and engagement.
The path to scaling lies in building strong technology systems, forming effective partnerships, and improving operations. By combining customer data with automation tools and strategic collaborations, media networks can improve targeting accuracy and streamline operations [2]. Together, these elements create a solid base for long-term growth [1].
The Role of Platforms like The B2B Ecosystem
Integrated platforms play a crucial role in scaling efforts. The B2B Ecosystem is a great example, offering services that help media networks grow through data-focused strategies and operational tools.
By blending consulting expertise with technology solutions, media networks can scale effectively. Here's how:
| Scaling Component | Strategic Value | Implementation Focus |
|---|---|---|
| Data Integration | Informs better decisions | Use of first-party data |
| Partnership Development | Aligns resources | Shared growth opportunities |
| Operational Excellence | Supports long-term growth | Process automation |
This case shows that combining consulting know-how with platforms like The B2B Ecosystem helps media networks scale by offering actionable insights and operational tools. To succeed, businesses need expert advice and tools that adapt to changing market conditions while keeping operations efficient in today’s challenging media environment.
