Combining Data From Different Network Systems Offers Expanded Picture of Ratings and Advertising Sales

Combining data from different networks and systems, each with unique data definitions and structures requires a new set of generalized data structures that fit across all networks.  The ability to unify data in this way provides media organizations with a broader scope for executive advertising analysis. 

In 2002 after years of acquisitions NBC Universal’s advertising sales organization was unable to efficiently and accurately generate reports on critical sales information. Sharing information across sales leaders and their organizations was seen as critical to fully leveraging the value of the company’s scale. Among NBC Universal’s various properties and platforms many different sales, traffic and billing systems were being used. The problem of combining revenue and working business data from the various systems was complicated by a lack of standardized naming conventions. In fact, a single client, agency or industry might be listed many times, under slightly different names in any one system.

“We were going to try the nearly impossible task of standardizing client names, agency names and data within and across our sales, traffic and billing systems. We were thrilled to learn of this creative and more practical strategy.”

By standardizing data as it was transferred to the database and implementing a simple web interface for maintenance of newly added clients and agencies, the data in sales and traffic systems did not have to change. The resulting solution brought CPM, percent to ratecard, client, agency, industry and many other data elements together in a data mart. Data that had previously taken hours or days to compile was now readily available.

NBC Universal credited the solution in providing a clear view across all of their critical sales data, enhancing their ability to maximize sales.

Brady and Associates defined and implemented a cross-network sales data mart solution for NBC Universal in 2002.