Reckitt Benckiser, UK

Reckitt Benckiser is a global consumer goods company with sales operations in over 180 countries. The business had a global media spend budget of 2.0 Billion GBP annually and central to this was the selection of a global media partner.

Staying ahead of the data and monitoring and controlling the effectiveness of media buys made by the local country agencies, on each brand, was central to the selection process. There were no existing benchmark in the Industry, at the time, particularly not in the standardization of reporting of GRPs across various advertising channels, including Digital

Further, RB was working with 8 different agencies globally with regional setups. Getting data from 80 locations, standardization, consolidation with accuracy checks and then applying analytical models seemed impossible. Neither the Data nor the Analysis could be relied upon to make sense of Media spends in a post-hoc manner.

• TELEVIDENT - An Online Data Warehouse of global media spends for all RB brands, 180 countries, all media: TV, Print, Digital, Outdoor and Online Video platforms.
• Centralised analysis and reporting of media efficiency, globally
  • Across regions
  • Brands
  • TA Universes
  • Currencies
• 24 Analytical Reports and Dashboards for Extensive Analysis and Slicing of Data basis filters (regions / categories / brands / duration etc.).
• Data Gathering modules for Agencies across the globe.
• Ensuring data conformance and consistency across Brands and Media Vehicles through the global RB advertising network.
• ETL (Extraction Transformation and Loading) scripts / components for Data Import, Robust Data Validation and Error Correction, across Country data, combined with a cost-effective back-office team in India.
• Ability to optimise media plans on the basis of the recommendation from Televident had a huge impact on ROI w.r.t media spends.
• Predictive modelling for suggesting changes in Media Buying Plans to achieve maximum GRPs.

By 2015, a total of three million records were being analyzed on monthly basis with version 6.0. And Televident, arguably, remained one of the world’s, if not the world’s-leading media tracking and analytical software. Televident - was one of our biggest successes.