Decision / France / Automotive
Managing and optimising global ad spend
"Without Ipsos we just could not properly run our business today. Your combination of reliability and responsiveness in this complex data ecosystem is outstanding."
WorldWide Media Performance Manager, Multinational Automotive Manufacturer
Business issue
Our client, one of the largest multinational automotive manufacturing corporations, needed a single source of truth with associated dashboards to help consistently manage its media spend, across channels, categories, and markets, to gradually replace regional or national systems.
They needed a reliable partner that knew the media industry, the associated data ecosystem, and could deliver reliable and trustworthy solutions that could be adapted to their planning, budgeting, and monitoring processes.
Our solution
At Ipsos, we proposed our MXplorer Espaces TV solution. This was designed to help large brands monitor their advertising investments across different media channels and evaluate the effectiveness of their campaigns by providing visualisations of KPIs, business gain and demonstrate a clear understanding of the impact of their advertising efforts in context. For example, the aggressiveness index allowed them to gauge their competitiveness in relation to their industry peers.
We worked with the client to define the specific dashboard that would be most useful for them, structure the output to their specific taxonomy and develop a specific data flow leveraging their data threads, MXplorer tech stack, and an analytic stack.
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Impact
Initially, MXplorer was used by global teams, and some local teams, however usage then expanded to all markets as it's value in saving time and increasing productivity was realised.
Using MXplorer, and the associated dashboards, is now part of the required skills for General Management and marketing executives globally as it is core to their ad spend planning, budgeting, and monitoring decision process.
