Strategic Marketing Intelligence
Strategic Marketing Intelligence
The Strategic Marketing Intelligence project unified data from AT&T and TimeWarner, creating a comprehensive platform for tracking ad space marketing opportunities. The solution replaced manual Excel-based processes with automated data collection, relational databases, and robust reporting, providing valuable insights for Executive-level decision-making.
Financial Impact
LIGHTRIC MOTORS
Value Justification: Eliminated the reliance on manual Excel tracking, improving accuracy and enabling faster analysis of ad sales opportunities. Savings Calculation: Manual effort cost savings for 20+ analysts = $1.5M/year Faster opportunity identification yielding a 5% increase in ad sales, assuming $10M baseline: Revenue Impact = $500K/year Total Savings: $2M annually
Client
AT&T TimeWarner Management
Year
2018
Category
AT&T Projects
Concept
Concept
The Strategic Marketing Intelligence project was initiated following AT&T's acquisition of TimeWarner, addressing the need for a unified system to track and report on ad space marketing opportunities. The project aimed to merge disparate data sources from both AT&T and TimeWarner to create a comprehensive view of lead opportunities and sales, supporting strategic decision-making for the newly combined media teams.
The Strategic Marketing Intelligence project was initiated following AT&T's acquisition of TimeWarner, addressing the need for a unified system to track and report on ad space marketing opportunities. The project aimed to merge disparate data sources from both AT&T and TimeWarner to create a comprehensive view of lead opportunities and sales, supporting strategic decision-making for the newly combined media teams.
Concept
The Strategic Marketing Intelligence project was initiated following AT&T's acquisition of TimeWarner, addressing the need for a unified system to track and report on ad space marketing opportunities. The project aimed to merge disparate data sources from both AT&T and TimeWarner to create a comprehensive view of lead opportunities and sales, supporting strategic decision-making for the newly combined media teams.
Design
Design
The design phase focused on building a robust relational database structure capable of handling the diverse and extensive data requirements. The solution replaced existing Excel-based tracking with a scalable database, supported by automated data collection processes. User interfaces were designed for seamless data entry, manipulation, and status tracking, ensuring that both AT&T and TimeWarner teams could easily access and update key information.
The design phase focused on building a robust relational database structure capable of handling the diverse and extensive data requirements. The solution replaced existing Excel-based tracking with a scalable database, supported by automated data collection processes. User interfaces were designed for seamless data entry, manipulation, and status tracking, ensuring that both AT&T and TimeWarner teams could easily access and update key information.
Design
The design phase focused on building a robust relational database structure capable of handling the diverse and extensive data requirements. The solution replaced existing Excel-based tracking with a scalable database, supported by automated data collection processes. User interfaces were designed for seamless data entry, manipulation, and status tracking, ensuring that both AT&T and TimeWarner teams could easily access and update key information.
Development
Development
The development process involved integrating multiple data sources, transforming legacy datasets, and automating workflows for streamlined data collection and analysis. I led the implementation of a relational database to centralize the data and developed automation scripts to pull information from various sources, reducing manual effort. Additionally, I created user-friendly interfaces for data manipulation and tracking, tailored to meet the complex requirements of the TimeWarner Media team.
The development process involved integrating multiple data sources, transforming legacy datasets, and automating workflows for streamlined data collection and analysis. I led the implementation of a relational database to centralize the data and developed automation scripts to pull information from various sources, reducing manual effort. Additionally, I created user-friendly interfaces for data manipulation and tracking, tailored to meet the complex requirements of the TimeWarner Media team.
Development
The development process involved integrating multiple data sources, transforming legacy datasets, and automating workflows for streamlined data collection and analysis. I led the implementation of a relational database to centralize the data and developed automation scripts to pull information from various sources, reducing manual effort. Additionally, I created user-friendly interfaces for data manipulation and tracking, tailored to meet the complex requirements of the TimeWarner Media team.
Implementation
Implementation
I successfully implemented the Strategic Marketing Intelligence solution, merging data from AT&T and TimeWarner into a unified platform. The deployment included comprehensive reporting capabilities, enabling Executive-level managers to quickly interpret large and complex datasets. The solution streamlined operations, improved data accuracy, and provided a single source of truth for tracking marketing opportunities, supporting informed decision-making and enhancing sales performance.
I successfully implemented the Strategic Marketing Intelligence solution, merging data from AT&T and TimeWarner into a unified platform. The deployment included comprehensive reporting capabilities, enabling Executive-level managers to quickly interpret large and complex datasets. The solution streamlined operations, improved data accuracy, and provided a single source of truth for tracking marketing opportunities, supporting informed decision-making and enhancing sales performance.
Implementation
I successfully implemented the Strategic Marketing Intelligence solution, merging data from AT&T and TimeWarner into a unified platform. The deployment included comprehensive reporting capabilities, enabling Executive-level managers to quickly interpret large and complex datasets. The solution streamlined operations, improved data accuracy, and provided a single source of truth for tracking marketing opportunities, supporting informed decision-making and enhancing sales performance.
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