Project Objective
To build a software suite for managing advertising campaign media plans — from data entry and accumulation to execution control. The system had to ensure accuracy, transparency, and real-time analytics.
Background & Challenges
Prior to this project, media plans were managed using disconnected Excel sheets, email threads, and verbal agreements. This approach led to several key issues:
- No single source of truth: Data was often lost or duplicated
- Lack of execution control: Deviation from the media plan couldn’t be tracked in real time
- Inability to analyze: Manual data consolidation took hours — sometimes days
- Data entry errors: Human factors compromised data accuracy and completeness
Delivered Solutions
Business Process Analysis
We conducted interviews with key stakeholders — media planners, analysts, and project managers — to map current workflows and define all data interaction scenarios.
System Architecture Design
We designed a modular system architecture consisting of:
- A manual media plan input interface
- APIs for automated data import
- A data validation and quality control module
- An analytics and performance tracking dashboard
System Development
We built a responsive web interface and implemented API integrations with external platforms, including ad management tools and CRMs.
Special attention was paid to user experience — the system is intuitive and accessible even to non-technical users.
Testing & Rollout
We carried out functional and load testing, launched a pilot implementation, and trained users. Notification and reporting systems were also set up.
Results
- Media plan preparation time reduced 3x
- 87% fewer input errors due to validation and in-interface automation
- Full execution transparency: performance data is now available in real time
- Actionable insights for leadership: the analytics dashboard provides visibility into the effectiveness of each channel
Conclusion
The system became more than just a record-keeping tool — it evolved into a core component of the client’s advertising management ecosystem. It saves time, reduces costs, and enables faster responses to changes in the media landscape.
Why It Worked
The success of the project was driven by our deep expertise in digital product development, attention to detail, and ability to speak the client’s language.
We didn’t just “write code” — we delivered a solution that transformed the media planning process.
Additional Outcomes
- The system is scalable and ready for deployment in other regions or departments.
- The project resulted in an internal methodology for media plan digitization, now adopted by other teams.
- The platform laid the groundwork for further marketing process automation.
