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How Our Data Specialists Helped a Brand Adapt & Thrive During the Pandemic

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Cameron Brands

By Cameron Brands

June, 2022

Data holds a lot of power, especially when you know how to use it. At Rapid Media we use data to inform all decision making.
Don’t get us wrong, there are many elements to a successful marketing plan, but they should all be determined by as much available data as possible. With this in mind, we invested in our very own proprietary data and analytics platform, Information Communication Investment (known around the office as ICI).
This article will outline how our Data Specialists used ICI to help one of our clients remain profitable and successful during the uncertain times of the COVID-19 pandemic.
By utilising owned, paid, and sourced data, our team of Data Specialists built a Business Intelligence Platform that allowed our client to strategically plan and thrive during a time where planning ahead for anything had become almost impossible.
Obstacles to overcome…
As we all know, COVID-19 held the foreseeable future of almost all businesses in a cloud of uncertainty. During this time, our clients came to us for guidance on a host of greater business issues which weren’t around media investment & strategy.
Interpreting and analysing the already owned and paid media was an easy process, however extracting and visualising our data against external data sets was another story.
Our Data Specialists had to adapt.
From CFO to a local franchise owner, finding a solution for returning to a sense of normality was top priority.
How our Data Specialists adapted…
ICI provided our Data Specialists with the solution – to ingest enormous amounts of data on a daily basis and help determine effective outcomes.
This was achieved by utilising ICI’s extensive API bank and dynamic cloud-based analytics platform to consume, transform, and visualise how our external metrics such as consumer confidence and COVID cases influenced sales in each state.

In mere weeks our Data Specialists were able to build a business intelligence platform that incorporated a secure transfer line for sensitive data within an encrypted server, to then be visualised and used daily at both an executive level and by local franchisees.

Using expert guidance from our team, the client is now able to confidently showcase trends and business outcomes that would otherwise have been interpreted too late.
What we achieved…
  • Efficiency in business outcomes
  • The ability to respond instead of react to changes in the market
  • Granular insight into business sales that were otherwise hidden
  • A central source of truth from data sets otherwise siloed
  • The development and execution of a greater business intelligence platform
How ICI can help YOU!
ICI allows companies to decipher, visualise and compare a vast amount of both online and offline data produced across all of their marketing channels and platforms.
By utilising ICI, they can easily measure the effectiveness of complex campaigns in close to real-time and gain actionable insights to aid in optimising their marketing activity and maximising their ROI.

If you would like to learn more about the ICI and how it can help streamline and predict trends for your business, check out our video ‘The Data Difference’ where Rapid Media’s Managing Director Vaughan gives a run down on all things ICI.

You can also checkout the ICI Website for an even deeper dive into the data platform or contact our team of specialists directly and they’ll answer any and all questions you have.

Sources

1. https://iciaunz.com.au/measurement-solutions/

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