Waste in the paid media ecosystem is a big problem, with up to 74% of total media spend estimated to be wasted. To address this, marketers should look beyond campaign-level data and create a foundational media data model. This model should include a single source of truth and technology integrations. Benefits of this model include uncovering the impact of fraud, understanding fees, and enabling data-driven decisions.
To build a media data model, marketers should assess their current state. Excel and CSV feeds, API integrations, and log files all provide varying levels of data visibility. Brands can save 10-25% by building this model, and even up to 50-60% with log files. Creating an action plan of identifying gaps, building strategies, and investing in capabilities is essential.
A foundational media data model can help brands unlock millions in media spend and lead them to a new journey of trust, optimization, and automation in digital media. Knowing what data is available and understanding how to use it will help marketers make data-driven decisions and drive better results.
A Media Data Model: What It Is and Why You Need One
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