Kantar (Millward Brown): Fast-feedback reports

Context

One of their global brand clients needed a way to measure and present the effectiveness of their television marketing campaign such that it could be rapidly updated and digested (hence "fast-feedback").

Millward Brown wanted the solution built and hosted on their SharePoint portal using a SAP Crystal (aka Xcelsius) Dashboard.

Challenges

When television ads were shown, market researchers would conduct surveys in the target market and quickly collate the results. However, the format of this data collection and the means to deliver and present it were not yet understood.

Solutions

I built up a relationship with stakeholders in the business, and created a picture of the data and format through which this data could be used to deliver the charts needed.

The data was collated into Excel initially, then imported into SharePoint, from where SharePoint web parts were used to deliver the Xcelsius charts.

Results

The mechanism I created enabled key decision makers in the marketing campaign to gain a rapid overview of the effectiveness of their television marketing campaign. This helped them to target the advertising more effectively.

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