How Dotdash Meredith unified 200 data streams to drive revenue growth putting revenue growth in the hands of business teams.
rows of daily data harnessed
One source of truth
for revenue reporting across 40 brands
development and data preparation saved
Table of Contents
Today, with the help of Switchboard, Dotdash Meredith can extract unique revenue insights from over 40 brands and 20 partners – all without burdening the BI team.
Dotdash Meredith is a media powerhouse with an audience of 150 million, and deep relationships with major brand advertisers. Having the ability to drill down into best-performing ad categories, or optimize prices across properties and regions, is crucial. But with operational and partner data exploding in recent years, what was once a neatly integrated BI environment has become a disparate data ecosystem in a state of constant flux. For Dotdash Meredith’s Revenue Analytics team, each new data integration makes a manual reporting process more complicated, time-consuming, and increasingly at risk of human error.
The burning question used to be: how much did we make yesterday? Today, we can dig deeper and answer questions like: which ad products and content yield the highest ROI with which advertisers?RICK ZEROTH, VP PROGRAMMATIC MONETIZATION, DOTDASH MEREDITH
What Switchboard does
By using Switchboard’s turnkey automation platform, Dotdash Meredith can unify data at scale for more accurate reporting. Specifically, Switchboard creates foundational datasets with trusted revenue and delivery data extracted from Dotdash Meredith's ecosystem of ad servers, SSP partners, order management, and direct sales systems. Switchboard normalizes and maps disparate partner data using customizable data "recipes" according to the team’s unique business rules. Switchboard also enables continuous data warehouse integration, making “finished” data automatically available within the existing EDW.
By partnering with Switchboard, Dotdash Meredith enjoys end-to-end reliability and quality governance with standard alerts to monitor partner feeds for anomalies, outages, or inadvertent data corruption. And they can also backfill months of missing or faulty data at the click of a button.
Switchboard’s quick and scalable solution was up and running in weeks, and easily handled Dotdash Meredith’s most complex and massive datasets - even after the company’s acquisition of Time Inc brought a 200% increase in data volume. Switchboard’s Customer Success team provided data science expertise that enabled the Revenue Strategy team to release a new analytics suite covering the entire business.
Now, Dotdash Meredith’s four-strong Revenue Analytics team can harness two billion rows of daily data and has one source of truth for revenue reporting across 40 brands without writing a single line of code. As the publishing ecosystem extends beyond ads to reach first-party audiences across social, marketing, e-commerce, and events, the team is already looking to leverage Switchboard for cross-channel revenue forecasting, integrated sales processes, and developing new revenue streams.
Switchboard connects business operations teams to the information they need to make fast revenue and marketing decisions. Our platform plugs into a huge variety and volume of digital platforms and automatically structures your data for unified reporting and deep exploration — with zero development effort from your team. Switchboard lets your team answer precise revenue questions and gives them numbers they can trust because you’re not relying on one-off integrations, tools that don’t work together, or brittle custom code.
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“The prior method of compiling the CPH campaign reports took anything from two hours to half a working day. They can now take as little as 20 minutes.”
Barry Cassidy, Director of Advertising Data & BIRead the Full Story