Campaign Management

Companies spend billions on advertising campaigns to sell products, services and increase brand awareness. Campaigns run through various media channels like Internet, TV, Radio, Print etc.

Marketers, media companies and agencies constantly try to improve campaign performance and manage spend to drive optimal benefits.

InsightLake's Big Data based Data Platform allows advertisers, agencies to utilize following features to effectively manage their campaigns:

  • DMP - Data management, collect and manage campaign & external data
  • Analytics - Create dashboards, see trends
  • Models - Forecasting, Audience segmentation

Campaign management solution enables media planners to make most informed decisions, which drive better campaign performance and optimizes spend margins.

Media Channels

  • Internet - Search, Social, Web
  • TV & Cable
  • Print - Magazine, News paper
  • Radio
  • Mobile

Media Channels

  • Client
  • Business unit
  • Advertiser
  • Brand
  • Campaign
  • Media Type
  • Creative
  • Placement
  • Audience

Data Management

Insight Lake data management service enables data administrators to ingest data from various sources, validate, standardize, clean, enrich and process to provide value to business users.

Data can be brought in from:

  • First Party - What companies produce and own
  • Second Party - What partner companies produce
  • Third Party - External companies, gathering data from social or web and creating data feeds

Data management service UI provides drag and drop visual designer, where components can be dragged from the palette and connected together to form complex data pipelines.

Example sources

  • Social: Facebook Insights, Twitter Firehose, Salesforce
  • Display: Adobe Sitecatalyst, Google Analytics
  • Search: Google, Bing
  • Third Party: Nielsen, Public datasets

Campaign Spend Performance

Companies can ingest campaign budget data and overlay it over campaign metrics to gain spend insights that way media planners can optimize their campaigns and make better allocation of their budget.

Campaign Analytics

Companies can use interactive campaign dashboards to view consolidated campaign data from various sources. They can also drill down and explore following:

Data can be brought in from:

  • Media channel - Internet, TV, Radio, Print, Cable, Social
  • Audience segments - Gender, married, single, have kids..
  • Demographic - Age group, Race, Location, Income, population, employment
  • Social media - usage summary for social media sites, reach, average visit per month...
  • TV - Top shows
  • Websites- Top sites, traffic, reach, visits

Measure KPIs

Measure performance weekly, monthly, yearly...

  • Impressions
  • Clicks
  • CTR - Click through rate
  • CPC - Cost per click
  • CPA - Cost per acquisition
  • CPM - Cost per mile

Social Analytics

Companies often create paid campaigns on social platforms like Facebook, Twitter, Instagram, Pinterest, Youtube, Linkedin, Flipboard etc. They also have product, community pages and regularly posts tweets, videos or photos to engage with their customers.

With Campaign management solution they can easily explore dashboards to see performance summary, engagement and how new user acquisitions are working. Media planners can gain following insights:

  • Page - Impressions, likes, Click, engagement, reach, fans
  • Post - Impressions, clicks, likes, comments
  • Photo - Views
  • Video - Plays
  • Link - Clicks

Audience segmentation

Knowing customers better will drive right targeted campaigns, which will result in better customer experience and conversion. Campaign Management solution allows creation of customer data sets to know who are the customers, where are they location, what they are looking for etc.

Marketers can apply machine learning models to segments customers using variety of campaign elements.

Using audience segmentation feature marketers can effectively target their customers.

Macroeconomic Influence

Macroeconomic data can be ingested and co-related with campaign data to identify trends and optimize campaigns. Easy co-variance calculation and dashboards can be created for visual insights.

Following macroeconomic data can be integrated for co-relational analysis:

  • Unemployment
  • Inflation
  • CPI
  • Economic growth
  • Stock Market
  • Asset Growth
  • Demography
  • Education
  • Housing
  • Consumption of goods

Attribution Management

To measure conversion performance media planners often look for pathways which lead to purchase. They track lineage from last click and attribute conversion to all steps. This allows them to understand patterns and enable them to optimize their spend.

Campaign management solution allows media planners to co-relate campaigns and data from various sources using cookie, user ids, emails or other event data easily. They can attribute to any level in the hierarchy like media channel, site, creative or placement. They can also use machine learning models to create clusters, scores and apply attributions appropriately.


Companies can use Monte Carlo models to do scenario analysis and perform simulation of campaigns.