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<h3>Overcoming Common Challenges in Media Effectiveness Measurement&nbsp;</h3><p>In today’s fast-paced media world, proving campaign effectiveness is critical. Small to mid-sized agencies often face challenges like limited data resources, technical skill gaps, and high costs of analytics tools. More Than Data is here to change that.</p><h3>Empowering Your Agency with Accessible Analytics&nbsp;</h3><p>We empower agencies of all sizes to leverage the power of data with our free, fast, and user-friendly platform. Build actionable marketing mix models in under 10 minutes — no technical expertise required. With More Than Data, sophisticated analytics aren’t just for big corporations with deep pockets anymore.</p><h3>Streamlining Workflows for Media Strategic Focus&nbsp;</h3><p>Our platform eliminates the need for error-prone manual processes like Excel pivoting and complex calculations, streamlining your workflows and freeing your team to focus on media strategy and planning. Simply upload your marketing data and start seeing results, fast.</p><h3>Complete Control and Flexibility Over Media Contributions&nbsp;</h3><p>One of the unique features of More Than Data is the full control and adjustability it gives your agency. Every media channel can be customized to reflect its specific contribution percentage in your campaigns. Our tool enables your team to testify and justify each media channel’s impact, providing transparency and accuracy in your media measurement. This control ensures that your decisions are backed by data you trust.</p><h3>Affordable and Powerful Solutions at Your Fingertips&nbsp;</h3><p>Unlike traditional analytics platforms, we provide a comprehensive solution without the high costs or steep learning curves. With More Than Data, you get an affordable, powerful tool designed to integrate seamlessly into your existing processes.</p><h3>Comprehensive Support for Long-Term Success&nbsp;</h3><p>But we don’t just offer a tool — we offer support. Our platform equips your agency with the insights needed to make informed, data-driven decisions and deliver real results for your clients. From media measurement to channel optimization, we are committed to your agency’s success.</p><h3>Join the Data-Driven Revolution&nbsp;</h3><p>Join us in the movement toward data-driven excellence. <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a> is here to help your agency rise above the competition. Together, let’s turn data into actionable insights and elevate your performance.</p>

If You Need Us, We Are With You!

<p>In the competitive world of beverage marketing, optimizing every media dollar is crucial for growth. One leading media agency in Australia, representing a well-known brewery brand, faced the challenge of maintaining market share while competing against industry giants with significantly larger budgets. With time-sensitive decisions and the need for data-driven insights, they turned to More Than Data for expert support.</p><h3>The Challenge</h3><p>The brewery’s market share had been under pressure, with a noticeable decline in Share of Voice (SOV). While the media agency had successfully built strong brand campaigns, they needed deeper analytics to refine their media strategy and ensure maximum efficiency in their marketing investments. The key challenges included:</p><ul><li><strong>Data fragmentation</strong> – Media performance and sales data were scattered, making it difficult to measure marketing effectiveness.<br></li><li><strong>Optimizing marketing impact</strong> – The agency needed to quantify the effect of each media channel on sales and fine-tune budget allocations.<br></li><li><strong>Competitive pressure</strong> – With larger competitors dominating the market, the brewery needed a smarter approach to gain visibility without increasing costs.</li></ul><h3>The Solution: More Than Data’s Expertise in Action</h3><p>More Than Data worked alongside the media agency, transforming raw data into actionable insights and providing a clear roadmap for media optimization. The key solutions included:</p><ul><li><strong>Marketing Mix Modelling (MMM)</strong> – More Than Data built an advanced MMM framework to analyze historical media investments and their impact on sales. This allowed the agency to understand the true drivers of growth.<br></li><li><strong>Data Structuring &amp; Integration</strong> – We organized fragmented media and sales data into a structured, easy-to-analyze format, enabling faster and more informed decision-making.<br></li><li><strong>Optimized Media Budget Allocation</strong> – Using predictive analytics, More Than Data helped the agency identify the most efficient media channels, ensuring that every dollar contributed to brand growth.<br></li><li><strong>Long-Term Learning Framework</strong> – We equipped the media agency with a sustainable platform to continually track and improve marketing effectiveness, ensuring ongoing success beyond the immediate campaign.</li></ul><h3>The Results: Data-Driven Success</h3><p>With More Than Data’s expertise, the media agency successfully refined its strategy, leading to significant improvements:</p><ul><li><strong>Increased Sales Impact</strong> – The optimized media mix contributed to a 5-point year-over-year increase in sales growth.<br></li><li><strong>Smarter Budget Utilization</strong> – Strategic reallocations led to improved cost efficiency, maximizing impact without additional spending.<br></li><li><strong>Stronger Market Position</strong> – By leveraging data-driven insights, the brewery strengthened its competitive edge and reinforced brand presence.</li></ul><p>The media agency acknowledged the crucial role More Than Data played in their success:</p><p><em><strong>“Without More Than Data’s support, we wouldn’t have been able to bring this level of media measurement and optimization to our strategy. Their expertise gave us the confidence and clarity to win in a competitive landscape.”</strong></em></p><p>This case highlights <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>’s ability to empower media agencies with the tools and insights they need to transform marketing challenges into measurable success. In a fast-moving industry, data isn’t just numbers—it’s the key to smarter decisions and sustained growth.</p>

Turning Data into Growth: How More Than Data Helped Secure Market Success

<p>In the fast-paced world of media pitches, time is both a challenge and an opportunity. For one leading APAC media agency, the chance to extend a contract with a renowned FMCG brand was at stake. With three other top agencies competing and a tight seven-day deadline, the pressure was intense. But with More Than Data by their side, the agency turned a high-stakes challenge into a remarkable success story—despite having only three days to transform complex data into clear insights.</p><h3>The Challenge: Unlocking the Power of Data</h3><p>The agency had already delivered outstanding creative and content work, resonating deeply with consumers. However, from a strategic and media performance perspective, there were opportunities for improvement:</p><ul><li><strong>Data fragmentation</strong> – Media and sales data were scattered and unstructured, making it difficult to analyze past performance and plan for future growth.<br></li><li><strong>Enhancing measurement capabilities</strong> – The FMCG brand sought deeper insights into media effectiveness and campaign impact.<br></li><li><strong>Intensified competition</strong> – Three other agencies were also presenting their strategies, each with a data-driven media measurement approach.<br></li><li><strong>A tight timeline</strong> – While the agency had seven days to prepare, More Than Data had only three days to deliver the critical analytics needed to strengthen their pitch.</li></ul><h3>The Solution: Turning Complexity into Clarity</h3><p>With a clear focus on delivering value, More Than Data worked closely with the agency, providing expertise and hands-on support to transform data into actionable insights. In just 72 hours, we delivered:</p><ul><li><strong>Data transformation</strong> – We organized fragmented media data into a structured, ready-to-use format for precise analysis.<br></li><li><strong>Marketing Mix Modeling (MMM)</strong> – By linking media investment to brand sales, we quantified the historical impact of various media channels and identified key drivers of success.<br></li><li><strong>Media budget allocation &amp; optimization</strong> – We built a scenario-based tool, empowering strategists and planners to test different budget levels and forecast potential sales growth.<br></li><li><strong>Strategic recommendation report</strong> – We provided clear, data-backed insights that helped the agency craft a compelling and well-supported pitch.</li></ul><h3>The Result: A Well-Earned Victory</h3><p>The pitch process was competitive, with every agency integrating data-driven insights into their presentations. Thanks to the partnership with More Than Data, our client presented a compelling, well-supported strategy that secured them the contract extension for another year.</p><p>Following the successful pitch, the agency shared their appreciation:</p><p><em><strong>“Without More Than Data, we would have been at a disadvantage. Your support made all the difference, and we’re grateful to have had you on our team.”</strong></em></p><p>Three days may seem short, but with the right expertise and collaboration, they can be long enough to transform challenges into opportunities. At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we don’t just analyze numbers—we empower our partners with the insights they need to succeed.</p>

3 Days is Short, 3 Days is Long: How More Than Data Helped Secure a Major FMCG Account

<h2>The Rise of Business Intelligence in Australia</h2><p>In recent years, Australia has emerged as a thriving hub for businesses keen on leveraging data-driven strategies. Business Intelligence (BI) tools have become indispensable for companies looking to enhance decision-making processes and streamline operations. With the rapid growth of technology, Australian businesses are increasingly adopting BI solutions to stay competitive.</p><p>The city is home to a diverse range of industries, including finance, healthcare, and retail. Each of these sectors can benefit significantly from the insights provided by BI tools. By analyzing data and identifying trends, businesses can make informed decisions that drive growth and efficiency.</p><figure id="figure-m97j86hznm7pq0ej6"><img id="m97j86hznm7pq0ej6" src="https://media.gettyimages.com/id/801269928/photo/aerial-view-of-sydney-city.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=RmJZcx3dPL9nwa14EscpHTAJrq3XgnNGa7FUwajpCE0=" alt="sydney skyline" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/801269928/photo/aerial-view-of-sydney-city.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=RmJZcx3dPL9nwa14EscpHTAJrq3XgnNGa7FUwajpCE0=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>Benefits of Implementing Business Intelligence Tools</h2><p>Implementing BI tools offers numerous advantages. One of the primary benefits is the ability to transform raw data into actionable insights. By visualizing data through dashboards and reports, companies can quickly identify patterns and trends that may not be apparent through traditional analysis methods.</p><p>Another key advantage is improved decision-making. With access to real-time data and predictive analytics, businesses can make informed decisions faster. This agility is crucial in today's fast-paced business environment, where the ability to pivot quickly can mean the difference between success and failure.</p><figure id="figure-668txqethfm7pq0ej6"><img id="668txqethfm7pq0ej6" src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" alt="business analytics" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Enhanced Operational Efficiency</h3><p>BI tools also contribute to enhanced operational efficiency. By automating data collection and analysis processes, companies can save time and resources. This allows employees to focus on more strategic tasks rather than getting bogged down in data management.</p><p>Moreover, BI tools enable businesses to monitor performance metrics in real-time, allowing for quick adjustments and optimization of operations. This proactive approach can lead to significant cost savings and improved productivity.</p><h2>Adapting to Changing Market Dynamics</h2><p>As the market landscape continues to evolve, businesses in Australia must remain adaptable. BI tools provide the flexibility needed to respond to changing market dynamics. By continuously analyzing market trends and customer behavior, companies can stay ahead of the competition.</p><p>Furthermore, BI solutions help in identifying new opportunities for growth. By understanding customer preferences and emerging trends, businesses can develop innovative products and services that meet evolving demands.</p><figure id="figure-gtahiq2axm7pq0ej6"><img id="gtahiq2axm7pq0ej6" src="https://media.gettyimages.com/id/1887449067/photo/confident-businessman-in-modern-office.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=t7lPpv8khkhF5ZXW1w5wQLekaIqG_8Tb_LJ87_mFLz0=" alt="business growth" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/1887449067/photo/confident-businessman-in-modern-office.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=t7lPpv8khkhF5ZXW1w5wQLekaIqG_8Tb_LJ87_mFLz0=" data-mce-style="aspect-ratio: 16/9;"></figure><h3>Challenges and Considerations</h3><p>Despite the numerous benefits, implementing BI tools is not without challenges. One significant hurdle is data quality. Ensuring that data is accurate, consistent, and complete is essential for reliable insights. Businesses must invest in data management practices to maintain data integrity.</p><p>Additionally, the complexity of BI tools can be overwhelming for some organizations. It's crucial to provide adequate training and support to ensure that employees can effectively utilize these tools.</p><h2>The Future of Business Intelligence in Australia</h2><p>Looking ahead, the future of business intelligence in Australia appears promising. As technology continues to advance, BI tools will become even more powerful and accessible. Companies that embrace these innovations will be well-positioned to thrive in an increasingly competitive market.</p><p>In conclusion, unlocking the power of business intelligence tools presents a significant opportunity for businesses in Australia. By harnessing the insights provided by these tools, companies can drive growth, enhance efficiency, and adapt to the ever-changing business landscape.</p>

Unlocking the Power of Business Intelligence Tools in Australia

<h3>Making Creative and Content Measurement Possible</h3><p>Creative and content have long been considered difficult to measure, but with the right approach, it becomes not only possible but also actionable. Traditionally, market research surveys have been the primary method for evaluating creative impact—asking consumers about their awareness, perception, and recall of ads to understand how content influences purchasing decisions. However, these methods can be subjective and often lack the depth needed to link creative performance directly to business outcomes.</p><p>As media agencies strive for more precise attribution, there is a growing need for a structured, data-driven approach to evaluating creative and content effectiveness. That’s where advanced analytics, automation, and Marketing Mix Modeling (MMM) come into play—offering insights that go beyond traditional survey methods.</p><h3>Integrating Creative and Content into Marketing Mix Modeling</h3><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we take a sophisticated, quantitative approach to measuring creative and content impact. Our comprehensive MMM service ensures structured data labeling, allowing us to capture creative and content performance at a granular level. Through proper categorization and systematic tracking, we can analyze how different creative elements contribute to key business KPIs such as sales, brand awareness, engagement, and customer acquisition.</p><p>With this structured approach, we don’t just estimate creative impact—we make it measurable. Media agencies can finally move beyond qualitative discussions and leverage data-backed insights to refine their creative strategy, ensuring every campaign is optimized for maximum impact.</p><h3>The Power of Creative: Visual, Audio, and Emotional Triggers</h3><p>Creative and content are more than just advertisements—they are storytelling tools that forge emotional connections with audiences. Whether through visuals, sound design, or compelling messaging, creative executions influence perception, intent, and brand affinity.</p><p>When a brand successfully communicates its positioning, purpose, and vision to the right audience, the results go beyond immediate engagement—they drive long-term loyalty and brand equity. However, not all creative executions resonate equally. Understanding which creative performs better—and why—is key to refining audience targeting, optimizing media spend, and ensuring messages align with audience expectations.</p><h3>A/B Testing and Lift Analysis for Performance Optimization</h3><p>Optimization doesn’t happen by chance—it’s a process of continuous iteration and improvement. A/B testing is a fundamental practice in performance marketing, but it’s equally essential for creative effectiveness. By testing different creative designs, messaging, and targeting strategies, media agencies can refine their approach based on real-world data.</p><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we employ a lift-based benchmarking methodology to assess creative performance. By comparing different content variations, we measure incremental impact and identify the most effective creative strategies. This ensures that agencies make data-driven decisions, continuously improving their creative execution to maximize audience engagement and campaign performance.</p><h3>Beyond ROI: Measuring Return on Creative</h3><p>While Return on Investment (ROI) is a critical metric for media agencies, <em><strong>Return on Creative (ROC)</strong></em> is just as essential. In an era where content and creativity play a significant role in campaign success, media agencies must evaluate not just how much they spend on creative production, but how effectively those investments translate into engagement, conversions, and brand impact.</p><p>Short-form videos, digital audio ads, visual layouts, and compelling copywriting all contribute to audience interaction and user experience. By measuring the effectiveness of each creative component, agencies can make informed decisions on future creative development, ensuring budgets are allocated to the most impactful strategies.</p><h3>Partnering with Media Agencies for Smarter Measurement</h3><p>At <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>, we believe that creative excellence should be measurable. Our goal is to help media agencies bridge the gap between artistic storytelling and analytical precision, enabling them to quantify creative impact with confidence.</p><p>By integrating structured data analysis, testing methodologies, and advanced MMM frameworks, we empower agencies to optimize their creative approach, refine targeting, and drive stronger business outcomes.</p><p>If your agency is ready to unlock the full potential of creative measurement, let’s connect. We’re here to help you turn creative performance into a strategic advantage.</p>

Measuring Creative and Content: Unlocking ROI for Media Agencies

<h3>Bridging Media Planning and Data Science</h3><p>This article is a follow-up to "<a data-mce-href="https://morethandata.biz/blog/a-data-scientist-sitting-next-to-a-media-planner" href="https://morethandata.biz/blog/a-data-scientist-sitting-next-to-a-media-planner" target="_blank" rel="noopener"><strong>A Data Scientist Sitting Next to a Media Planner</strong></a>", diving deeper into how these two roles collaborate to enhance media planning efficiency and productivity. By leveraging data-driven insights, media planners can make smarter, more informed decisions, bridging gaps in traditional media planning approaches.</p><h3>The Role of Data in TV Programmatic Trading</h3><p>A prime example of this collaboration is <strong>Channel 9’s TV programmatic trading and buying platform</strong>. Media planners rely heavily on this system to plan, justify, and optimize TV ad placements. Channel 9 has developed an internal system that captures detailed TV ad response, performance, and audience reach data, offering insights such as:</p><ul><li><strong>Program Genre</strong>: Movies, news, drama, etc.<br></li><li><strong>TV Stations</strong>: 9GO, 9Life, and others<br></li><li><strong>Ad Duration</strong>: 15s, 30s<br></li><li><strong>Timing &amp; Placement</strong>: Specific broadcast times, session placement, number of breaks<br></li><li><strong>Audience Reach</strong>: Target audience rate points<br></li><li><strong>Spend</strong>: Actual paid vs. bonus placements</li></ul><p>While this <strong>programmatic buying platform</strong> simplifies media planning, two key challenges remain:</p><ul><li><strong>Limited Access for Media Planners</strong>: Media planners cannot directly interact with the platform; instead, they must email or call a Channel 9 customer relationship manager to launch campaigns and request ad placements.<br></li><li><strong>Lack of Attribution to Business Growth</strong>: While TV spot data is well-labeled and tracked, there’s no direct link between individual TV ads and key business performance metrics like brand growth and product sales.</li></ul><p>Due to these gaps, media planners face uncertainty in identifying which TV tactics drive real business growth and how to optimize future campaigns effectively.</p><h3>The Role of Data Science: MMM and TV Attribution Modeling</h3><p>This is where a data scientist can transform media planning. By developing a Marketing Mix Modeling (MMM) and TV Attribution Model, data scientists can track the impact of each TV spot on business KPIs. Establishing a clear linkage between TV ads and final business outcomes allows media planners to:</p><ul><li><strong>Quantify ad effectiveness</strong> and optimize future investments.<br></li><li><strong>Eliminate uncertainty</strong> in campaign performance measurement.<br></li><li><strong>Refine media strategies</strong> based on data-driven insights rather than assumptions.</li></ul><h3>Predictive Modeling &amp; Scenario Testing</h3><p>Using data from Channel 9’s programmatic platform, data scientists can design predictive models that empower media planners with actionable insights. This system enables planners to:</p><ul><li><strong>Configure campaign settings</strong> based on genre, timing, spend, and audience reach.<br></li><li><strong>Predict campaign outcomes before investment</strong>, allowing for pre-campaign scenario testing.<br></li><li><strong>Optimize media planning in real time</strong>, providing foresight into how TV spots will perform before actual execution.</li></ul><p>Even before a TV plan is submitted, media planners gain full visibility into expected results, transforming media buying into a proactive, rather than reactive, process.</p><h3>The Evolution of Data-Driven Media Planning</h3><p>This TV planning system was originally built for a media agency and has been in continuous operation for six years as of 2025. Although the data scientist and media planner who developed it have since moved on, their intellectual property and system remain in active use, driving business growth.</p><p>And where is that data scientist now? The data scientist co-founded <a data-mce-href="https://morethandata.biz/" href="https://morethandata.biz/" target="_blank" rel="noopener"><strong>More Than Data</strong></a>—a company dedicated to helping media planners and agencies across the industry. If you're looking to elevate your media planning with advanced data-driven solutions, <a data-mce-href="https://morethandata.biz/contact-us" href="https://morethandata.biz/contact-us" target="_blank" rel="noopener" data-mce-selected="inline-boundary"><strong>reach out to us today</strong></a>. We are More Than Data, and we are here to help!</p>

Dive-In and Case Study: A Data Scientist Sitting Next to a Media Planner

More Than Data

An Australia Sydney-based pioneer in marketing analytics, offering a free, fast, and user-friendly marketing mix modelling platform. We help marketers build actionable marketing mix models in under 10 minutes for instant insights. Our software Minute MMM is free, DIY, and simple—no costly consultants, complex tools, or data expertise needed. Optimize marketing investments with ease!

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Blog

If You Need Us, We Are With You!

Turning Data into Growth: How More Than Data Helped Secur...

3 Days is Short, 3 Days is Long: How More Than Data Helpe...

Unlocking the Power of Business Intelligence Tools in Aus...

Measuring Creative and Content: Unlocking ROI for Media A...

Dive-In and Case Study: A Data Scientist Sitting Next to ...