Taming the Chaos: How Media Agencies Can Streamline Data Management for MMM Projects
When preparing for a Marketing Mix Modeling (MMM) project, media agencies often struggle with messy and chaotic workflows. The data itself isn’t inherently disorganized, but the way it is handled causes quality issues, delays, and inefficiencies. In this article, we explore why this happens and provide simple, effective solutions to overcome these challenges—without diving into large-scale cloud storage systems like GCP, AWS S3, or Azure. Since most data management within media agencies revolves around Excel, our solutions focus on practical Excel-based methods.
Scattered Files: The Library Analogy
Multiple Excel files related to the same client and project are often stored in different locations. This is similar to how we save personal files on our computers without a clear archive system—eventually, we forget what’s been saved and where. Media agencies frequently spend excessive time searching for and confirming the correct Excel files.
Solution: Think of a well-organized library with a cataloging system. Media agencies should adopt a structured approach to file storage, using designated folders with clear naming conventions. A centralized directory (even if just on a shared drive) can significantly improve efficiency.
Multiple Versions of the Same Data: The Versioning Problem
It’s common to find multiple versions of the same dataset across different Excel files. While each version contains some correct data, inconsistencies creep in, making it difficult to determine which records are accurate.
Solution: Maintain only two core Excel files:
- A working Excel file for daily updates and modifications.
- A validated archive Excel file, updated only after receiving formal confirmation and sign-off from a designated person. This serves as the source of truth.
By separating these two functions, media agencies can eliminate unnecessary versions and confusion.
The Missing Documentation: Data Traceability
Without proper documentation, it’s difficult to track the origin, updates, and modifications of datasets. This leads to inefficiencies and confusion when retrieving past data.
Solution: Maintain a simple documentation file (e.g., a Word document or Excel log) that records:
- File names and locations
- Creation and last edited dates
- Data processing steps
- Any changes in data structure or metrics
This document acts as a "data diary," providing a clear history of all data updates and making it easier to onboard new team members.
Developing Good Data Management Habits
Media agencies operate in a fast-paced environment with frequent meetings and tight deadlines. This often leads to neglecting structured data management practices.
Solution: Cultivate daily habits for data organization. Media strategists and planners—who use data extensively—should take responsibility for:
- Organizing and archiving data consistently
- Maintaining the two core Excel files
- Updating documentation regularly
Since this process doesn’t require advanced tools—just Excel and Word—it’s easy to start immediately.
A Simple Framework for Evaluating Data Management
Media agencies should assess their data management practices using the following criteria:
- Do they maintain only two key Excel files (dynamic and static)?
- Do they keep clear documentation of data sources and changes?
- Can they quickly retrieve necessary files without confusion?
If the answer is yes, congratulations! If not, now is the time to take action and implement structured data management processes.
Partner with Us for Better Data Management
At More Than Data, we specialize in helping media agencies streamline data handling, making their work easier and improving the accuracy of media measurement. We’ve partnered with several agencies across Australia and New Zealand, bringing expertise in data governance and management.
If these challenges sound familiar, reach out to us. We’re here to help you take control of your data and optimize your MMM projects effortlessly.