Blog

<p>Media reconciliation is a non-negotiable process in every media agency, big or small. It’s the meticulous task of aligning four critical reports:</p><ul><li>The <strong>media plan</strong> from planners,<br></li><li>The <strong>scheduled plan</strong> from publishers,<br></li><li>The <strong>actual delivered plan</strong>, and<br></li><li>The final invoice.</li></ul><p>In a perfect world, these reports would match seamlessly. But reality? Discrepancies, inconsistencies, and endless manual work. Here’s why.&nbsp;</p><h3>The Challenges<br></h3><ul><li><strong>Multiple Media Plan Versions</strong>: Media planners and buyers often juggle multiple versions of media plans, each with slight differences. Deciding which version to use for reconciliation is a headache.<br></li><li><strong>Constant Negotiations</strong>: Media buyers and publishers engage in back-and-forth negotiations over rates, timing, and placements. Each change creates a new version of the booked plan, adding layers of complexity.<br></li><li><strong>Unpredictable Deliveries</strong>: Even after agreements, unforeseen events (e.g., breaking news) can disrupt scheduled ads, forcing last-minute changes or cancellations.<br></li><li><strong>Invoice Mismatches</strong>: The final invoice often differs from the proposed or booked plan, leaving financial managers to manually reconcile every dollar for transparency.</li></ul><p>This process used to take two weeks of full-time work for a financial manager and her assistant, involving endless eye-balling, Excel calculations, and frustration.</p><h3>The Solution: More Than Data to the Rescue<br></h3><p>More Than Data stepped in with a semi-automated system to streamline the reconciliation process:</p><ul><li><strong>Connected the Dots</strong>: Built a system linking the proposed, booked, scheduled, delivered, and invoiced media plans. Every record was tracked by time and dollar, ensuring nothing was missed.<br></li><li><strong>PDF Automation</strong>: Used Optical Character Recognition (OCR) to convert PDF reports (e.g., scheduled plans, delivered plans, and invoices) into structured, easy-to-use formats. No more printing 20-page PDFs or manual data entry!<br></li><li><strong>Time Savings</strong>: Reduced reconciliation time from two weeks to just two days, freeing up the financial manager and her team for higher-value tasks.</li></ul><h3>The Outcome</h3><ul><li><strong>Efficiency</strong>: Reconciliation is now faster, more accurate, and less stressful.<br></li><li><strong>Transparency</strong>: Every dollar is accounted for, ensuring clarity for both the agency and advertisers.<br></li><li><strong>Empowered Teams</strong>: Media planners, buyers, and financial managers can focus on strategy rather than manual drudgery.</li></ul><h3>Client Feedback: A Testament to Success</h3><p>The financial manager at the media agency couldn’t be happier with the results. Here’s what she had to say:</p><p><em>"More Than Data has completely transformed our reconciliation process. What used to take us two weeks of grueling manual work now takes just two days, thanks to their innovative tools and automation. The OCR system for PDFs is a game-changer—no more printing and eye-balling endless pages! Their solution has not only saved us time but also brought much-needed transparency and accuracy to our workflows. We’re thrilled with the results and look forward to continuing this partnership."</em></p><h3>Final Thoughts<br></h3><p>Media reconciliation doesn’t have to be a drama. With the right tools and automation, agencies can turn chaos into clarity and inefficiency into innovation. More Than Data proved that even the most tedious processes can be transformed—saving time, reducing stress, and delivering better results.</p>

Media Reconciliation Drama: How More Than Data Eased the Pain for Media Planners, Buyers, and Financial Managers

<p>In the fast-paced world of FMCG marketing, media strategy managers are the unsung heroes who ensure brands reach their target audiences effectively. But what happens when the complexity of managing multiple Above-The-Line (ATL) channels like TV and Out-of-Home (OOH) advertising becomes overwhelming? This is the story of how one media strategy manager, supported by More Than Data, turned chaos into clarity, inefficiency into innovation, and delivered exceptional results for their FMCG clients.</p><h3>The Challenge: A Fragmented and Time-Consumed Process<br></h3><p>The media strategy manager at an independent media agency in Australia was tasked with overseeing media planning and buying for several FMCG brands. While the role was rewarding, it came with significant challenges:</p><ul><li><strong>Overwhelming Data Fragmentation</strong>: Post-campaign data from TV and OOH channels was rich in insights but came in fragmented formats—Excel CSVs, PDFs, and inconsistent structures. This made analysis time-consuming and error-prone.<br></li><li><strong>Limited Resources</strong>: With only two media planners to support, the manager was stretched thin. The manual process of analyzing TV Target Audience Point Rates (TARPs) and OOH exposure using ABS census data at the SA1 level took up to 20 hours per week, often requiring overtime work.<br></li><li><strong>Inconsistent Tools</strong>: The manager relied on multiple Excel templates, each tailored for specific cases but lacking consistency. These templates worked in isolation but failed to adapt to new scenarios, creating inefficiencies.<br></li><li><strong>Knowledge Transfer Bottlenecks</strong>: Transferring domain knowledge—like calculating TV TARPs and OOH exposure—to the media planners was challenging. The lack of a standardized system meant each planner had to reinvent the wheel for every campaign.</li></ul><h3>The Solution: Automation, Codification, and Data-Driven Insights</h3><p>Enter More Than Data, a solution provider that transformed the agency’s media planning process with automation and advanced analytics. Here’s how they did it:</p><ul><li><strong>Automated Data Collection and Processing</strong>: More Than Data built a custom tool that automated the collection and processing of post-campaign data from TV networks and OOH providers. Using Optical Character Recognition (OCR), the tool converted PDF reports into structured Excel files, eliminating manual data entry.<br></li><li><strong>Streamlined TV and OOH Budgeting</strong>: The solution automated the extraction of TV TARPs from OZTAM and RegionalTAM, as well as ABS census data at the SA1 level. This allowed the manager to reverse-engineer TV and OOH budgets with precision, reducing the time spent on manual calculations.<br></li><li><strong>Codified Logic for Media Planning</strong>: More Than Data codified the manager’s domain knowledge and Excel formulas into a flexible, customizable software tool. This tool could handle various media planning scenarios, ensuring consistency and adaptability across campaigns.<br></li><li><strong>Marketing Mix Modeling (MMM)</strong>: To understand the impact of TV, OOH, and other channels on sales, More Than Data implemented Marketing Mix Modeling. This provided actionable insights into how each channel contributed to overall performance.<br></li><li><strong>Robust Media Planning System</strong>: Based on the codified logic and MMM outcomes, More Than Data developed a comprehensive media planning system. This system streamlined the entire planning process, from budgeting to execution, for both TV and OOH campaigns.</li></ul><h3>The Outcome: Efficiency, Growth, and Impressed Clients</h3><p>The results were nothing short of transformative:</p><ul><li><strong>Dramatic Time Savings</strong>: The time required to complete media planning was slashed from 100 hours per week (20 hours for budgeting, 40 hours per planner for planning) to just 45 minutes. What once took a week could now be done in less than an hour.<br></li><li><strong>Improved Campaign Performance</strong>: Despite maintaining the same budget as the previous year, the FMCG brands saw a 6.4% increase in sales and a staggering 31.8% boost in Return on Ad Spend (ROAS). This demonstrated the power of data-driven decision-making.<br></li><li><strong>Client and Leadership Recognition</strong>: The independent media agency’s leadership was so impressed with the results that they entrusted More Than Data with additional projects, solidifying a long-term partnership.</li></ul><h3>The Bigger Picture: A Blueprint for Media Agencies</h3><p>This case study is more than just a success story—it’s a blueprint for media agencies navigating the complexities of modern advertising. By embracing automation, codifying domain knowledge, and leveraging data-driven insights, agencies can:</p><ul><li><strong>Enhance Efficiency</strong>: Reduce manual workloads and free up time for strategic thinking.<br></li><li><strong>Improve Accuracy</strong>: Eliminate errors caused by fragmented data and inconsistent tools.<br></li><li><strong>Drive Better Results</strong>: Deliver measurable improvements in campaign performance and client satisfaction.</li></ul><p>For media strategy managers drowning in data and deadlines, the message is clear: automation and data-driven tools are not just nice-to-haves—they are game-changers.</p><h3>Client Feedback: A Testament to Success<br></h3><p>The media agency’s leadership couldn’t be happier with the results. Here’s what they had to say:</p><p><em>"Working with More Than Data has been a game-changer for our agency. Their ability to automate complex processes and provide actionable insights has not only saved us countless hours but also significantly improved our campaign performance. The tools they’ve built are intuitive, flexible, and perfectly aligned with our needs. Thanks to their expertise, we’ve been able to deliver exceptional results for our FMCG clients, and our team can now focus on strategic thinking rather than manual data crunching. We’re excited to continue this partnership and explore new ways to innovate together."</em></p><h3>Final Thoughts<br></h3><p>In an industry where time is money and precision is paramount, the partnership between this independent media agency and More Than Data exemplifies the power of innovation. By turning challenges into opportunities, they not only transformed their internal processes but also delivered exceptional value to their FMCG clients.</p><p>If you’re a media professional facing similar challenges, it’s time to ask yourself: How can automation and data-driven insights revolutionize your workflow? The future of media planning is here—don’t get left behind.</p><p>What’s your take on the role of automation in media strategy? Share your thoughts in the comments below!</p>

Revolutionizing Media Strategy: How Automation and Data-Driven Insights Transformed an Independent Media Agency

<p>For many CMOs, the challenge isn’t just about crafting compelling campaigns or building brand health—it’s about proving the value of marketing to the CFO and executive panel. Marketing is as much a numbers game as it is about creativity, and without the ability to link marketing efforts to business growth, even the most brilliant strategies can fall short.</p><p>This was the exact challenge faced by one CMO. His CFO was pushing to cut the marketing budget by 30%, and the CMO struggled to justify why this would harm the business. He knew that reducing marketing spend would impact revenue, but he lacked the data to prove it. That’s when he turned to More Than Data for support.</p><h3>The Challenge: Bridging the Gap Between Marketing and Finance<br></h3><p>The CMO’s panel, especially the CFO, proposed to slash the budget by 30% based on short-term financial goals, but the CMO knew this would have long-term consequences. The problem? He couldn’t translate the impact of marketing into the language of numbers that the CFO and panel understood.</p><p>Without data to back his claims, the CMO found himself stuck in a cycle of “I think” and “I believe” arguments—statements that carried little weight in a boardroom focused on hard facts and ROI.</p><h3>The Solution: Data-Driven Marketing Strategy<br></h3><p>More Than Data stepped in to bridge the gap between marketing and finance. Here’s how they helped:</p><ul><li><strong>Built a Data Strategy</strong>: Combined the CMO’s marketing strategy with a robust data framework to measure media performance and its impact on sales and brand awareness.<br></li><li><strong>Developed Marketing Mix Models (MMM)</strong>: Created two models—one for sales and one for brand awareness—to quantify how each marketing channel contributed to business growth.<br></li><li><strong>Budget Allocation and Scenario Testing</strong>: Built a system to simulate the impact of budget cuts. For example, they showed that a 30% reduction in marketing spend would lead to an 11% drop in short-term revenue and an 18% decline in long-term revenue, while also threatening brand health by 8%.<br></li><li><strong>Panel-Ready Reports</strong>: Worked closely with the CMO to prepare data-driven reports and responses to the CFO’s questions, ensuring the CMO was equipped to defend his budget.</li></ul><h3>The Outcome: A Win for the CMO and the Business</h3><p>The results were transformative:</p><ul><li><strong>CFO Convinced</strong>: The CFO dropped the demand for a 30% budget cut and agreed to maintain marketing spend at 90% of the previous year’s level.<br></li><li><strong>Confidence in the Boardroom</strong>: The CMO gained the confidence to present and justify his strategies using data, moving away from vague “marketing terminology” to clear, numbers-driven insights.<br></li><li><strong>Data-Driven Culture</strong>: The CMO embedded data-driven decision-making into his marketing strategy, prioritizing agencies and partners who could support this approach.<br></li><li><strong>Ongoing Accountability</strong>: More Than Data became a trusted partner, auditing post-campaign results and ensuring transparency in media agency deliverables.</li></ul><h3>Client Feedback: A CMO’s Perspective</h3><p>The CMO shared his experience working with More Than Data:</p><p><em>"More Than Data transformed how I approach marketing. They helped me bridge the gap between creativity and numbers, giving me the tools to prove the value of my work to the CFO and panel. Their data-driven insights not only saved my budget but also empowered me to lead with confidence. Now, I can clearly show how marketing drives revenue and brand growth. More Than Data is an indispensable partner for any CMO looking to make an impact."</em></p><h3>Final Thoughts<br></h3><p>Marketing is no longer just about creativity—it’s about accountability, transparency, and measurable impact. By leveraging data-driven insights, CMOs can confidently justify their budgets, align with CFOs, and demonstrate how marketing fuels business growth.</p><p>If you’re a CMO facing similar challenges, it’s time to ask: How can data transform your marketing strategy and prove its value to your organization?</p>

How Data-Driven Insights Helped a CMO Justify Marketing Budget and Prove Its Value

<h2>Understanding Your Business Needs</h2>
<p>Choosing the right marketing analytics tool starts with understanding your unique business needs. Different businesses require different types of data insights, and selecting a tool without this understanding can lead to inefficient use of resources. Consider what metrics are most critical for your business operations. Are you focused on customer acquisition, retention, or conversion rates? Knowing these priorities will guide you in selecting a tool that aligns with your objectives.</p>

<p>Before diving into specific features or functionalities, take a step back and assess your overall marketing strategy. This will help you identify gaps in your current analytics processes that a new tool could potentially fill. A thorough evaluation of your marketing goals will ensure that the tool you choose provides the insights necessary to drive growth.</p>

<figure id="figure-nc4i70idjim8h7bm90"><img id="nc4i70idjim8h7bm90" src="https://media.gettyimages.com/id/1577017327/photo/graph-stock-chart-stock-market-digital-fui.jpg?b=1&s=2048x2048&w=0&k=20&c=My_GyVNC2htzDmCH0gWxI705kX8Vw1V8N1FLA_GaxVE=" alt="business strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Key Features to Consider</h2>
<p>When evaluating marketing analytics tools, there are several key features to consider. One of the most important is data integration capabilities. The tool should seamlessly integrate with your existing platforms, such as CRM systems, social media, and e-commerce platforms, to provide a comprehensive view of your marketing efforts. This integration allows for more accurate data analysis and reporting.</p>

<p>Another critical feature is user-friendliness. A tool that is easy to navigate and understand can significantly reduce the learning curve for your team, ensuring quicker implementation and more immediate results. Look for tools that offer intuitive dashboards and customizable reports to meet your specific needs.</p>

<figure id="figure-1wohnd5avom8h7bm90"><img id="1wohnd5avom8h7bm90" src="https://media.gettyimages.com/id/2159593332/photo/close-up-of-businessman-using-a-laptop-with-graphs-and-charts-on-a-laptop-computer.jpg?b=1&s=2048x2048&w=0&k=20&c=aYEDA-fjvE5fkq9JggTZ5ETtnIzgj8zgrZrmu7t78lM=" alt="analytics dashboard" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Scalability and Flexibility</h3>
<p>As your business grows, so too will your data needs. It's essential to choose a tool that can scale with your business. Scalability ensures that the tool can handle an increasing amount of data and offer more advanced features as your marketing strategies evolve.</p>

<p>Flexibility is another crucial factor. A flexible tool allows you to customize reports, dashboards, and data views, catering specifically to your business requirements. This adaptability ensures that as market trends and consumer behaviors change, your analytics tool remains a valuable asset.</p>

<h2>Budget Considerations</h2>
<p>Your budget is inevitably a significant factor in choosing a marketing analytics tool. While it's tempting to opt for the most comprehensive tool available, it's crucial to weigh the costs against the potential return on investment. Consider both the initial price and any ongoing subscription fees or additional costs for upgrades and support.</p>

<p>Conduct a cost-benefit analysis to determine whether the features offered justify the expense. Remember, the goal is to choose a tool that provides maximum value without straining your financial resources.</p>

<figure id="figure-tb73azi3xm8h7bm90"><img id="tb73azi3xm8h7bm90" src="https://media.gettyimages.com/id/1541988626/photo/close-up-woman-hands-calculates-on-calculator-for-personal-finance-paysckeck-paper-receipt.jpg?b=1&s=2048x2048&w=0&k=20&c=wM8QPA7euZyeFZvhPE0uJ9bOho5yln5eFGwFcjt0ewY=" alt="financial planning" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Trial Periods and Demos</h2>
<p>Many analytics tools offer trial periods or demos, which can be incredibly beneficial when making your decision. Taking advantage of these opportunities allows you to test out the features firsthand and assess how well they integrate with your existing systems.</p>

<p>During this trial period, involve key team members who will be using the tool regularly. Their feedback will be invaluable in determining whether the tool meets your operational needs and can be effectively utilized within your organization.</p>

<h3>Vendor Support and Community</h3>
<p>The level of support offered by the vendor can make or break your experience with a marketing analytics tool. Ensure that the vendor provides robust customer support, including resources such as tutorials, webinars, and a responsive helpdesk.</p>

<p>Additionally, consider whether there is an active user community where you can share insights and troubleshoot common issues. A strong community can provide additional support and innovative ways to use the tool effectively.</p>

<figure id="figure-7vbojulydam8h7bm90"><img id="7vbojulydam8h7bm90" src="https://media.gettyimages.com/id/1414162938/photo/call-center.jpg?b=1&s=2048x2048&w=0&k=20&c=bAFAn8dXQ1WrsrajmanA_WIz0L7QwqNb8CG-2STuENo=" alt="customer support" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Making the Final Decision</h2>
<p>After evaluating all these factors, it's time to make a decision. Compile all the information you've gathered during your research and trials, and weigh each option against your business needs, budget, and long-term goals.</p>

<p>Remember that choosing the right marketing analytics tool is an investment in your company's future. With careful consideration and strategic planning, you can select a tool that not only meets your current requirements but also supports your growth in the years to come.</p>

Choosing the Right Marketing Analytics Tool for Your Business

<h3>Introduction</h3><p>At More Than Data, we pride ourselves on delivering data-driven solutions that help businesses optimize their marketing strategies and achieve growth. However, not every engagement ends in success, and there’s much to learn from the ones that don’t. This article shares the story of an unsuccessful project with a waste management brand, highlighting the challenges we faced, the lessons we learned, and how we’re using this experience to improve our processes and better serve future clients.</p><h3>The Challenge<br></h3><p>The waste management brand was introduced to us by a middle person who had been working with the business for some time. The brand was struggling with declining revenue, high operating costs, and difficulty retaining staff. Their marketing efforts had been inconsistent, and they had cycled through multiple marketing and media agencies without seeing meaningful results. Here’s a breakdown of the challenges we encountered:</p><ul><li><strong>Financial and Operational Pressure:</strong> the brand was under significant financial strain, leading to staff layoffs and a general sense of urgency to cut costs and stabilize revenue. This pressure created a challenging environment for implementing new strategies or investing in marketing optimization.<br></li><li><strong>Ineffective Marketing Efforts:</strong> despite engaging with several agencies for paid social, paid search, and SEO services, the brand had not seen measurable improvements in customer acquisition or revenue. They were frustrated and skeptical about the value of marketing investments.<br></li><li><strong>Poor Data Management:</strong> the brand’s data management and governance were disorganized and disconnected. Key performance metrics and marketing data were scattered across different systems, making it difficult to access and analyze.</li></ul><h3>The Solution: A Free Marketing Mix Modelling Project</h3><p>Understanding the brand’s financial constraints, we decided to offer a free marketing mix modelling (MMM) project to help them measure the effectiveness of their historical marketing efforts and identify opportunities for optimization. Our approach included:</p><ul><li><strong>Measuring Historical Marketing Performance</strong> We aimed to analyze the brand’s past marketing efforts across four channels: SEM, social media (LinkedIn and Meta), Reddit, and Quora. The goal was to understand how these channels contributed to customer acquisition and ROI.<br></li><li><strong>Building a Budget Allocation System</strong> We developed a budget allocation tool to help the brand test different scenarios and optimize their marketing spend across channels.&nbsp;</li></ul><h3>The Results: Why the Project Failed</h3><p>Despite our best intentions and efforts, the project had to be terminated after a few weeks due to several critical issues:</p><ul><li><strong>Slow and Difficult Data Collection</strong> The brand took nearly three weeks to collect and provide the necessary marketing data, despite only having four channels to analyze. This delay significantly slowed down the project and highlighted the brand’s lack of readiness for data-driven initiatives.<br></li><li><strong>Misalignment with HubSpot Data</strong> The brand treated HubSpot as their single source of truth for customer acquisition metrics. When our MMM results didn’t align with HubSpot’s numbers, the brand owner dismissed our findings, creating a fundamental disconnect.<br></li><li><strong>Skepticism About the Budget Allocation System </strong>While the brand’s marketing manager found our budget allocation tool useful, the owner doubted the underlying math and theory. This lack of trust made it impossible to move forward with recommendations.</li></ul><h3>Key Learnings and Improvements</h3><p>While this engagement didn’t achieve the desired outcome, it provided valuable insights that are shaping our approach to future projects:</p><ul><li><strong>Data Readiness is Critical</strong> Data is the foundation of any successful MMM project. We’ve since introduced a lead-qualification step to assess a client’s data readiness before committing to a project. This helps us identify potential challenges early and ensure smoother collaboration.<br></li><li><strong>Positioning Ourselves Clearly</strong> We learned the importance of clearly positioning ourselves as data-driven marketing strategy partners, not competitors to tools like HubSpot. By setting this expectation upfront, we can avoid confusion and align better with clients’ existing systems.<br></li><li><strong>Focusing on Clients with Diverse Marketing Channels </strong>Marketing mix modelling (MMM) is most effective for businesses with a rich mix of Above-the-Line (ATL) and Below-the-Line (BTL) channels. Whether a brand is small or large, the key is having a diverse and measurable media mix. We now focus on clients who invest in multiple channels, as this allows us to provide more comprehensive insights and recommendations.<br></li><li><strong>Building Trust Through Transparency</strong> Trust is essential for any successful partnership. We’ve improved our communication processes to ensure clients understand the methodology behind our recommendations. By being transparent about our approach, we aim to build stronger relationships and foster confidence in our solutions.</li></ul><h3>Conclusion: Turning Failure into Opportunity</h3><p>While the engagement with the waste management brand didn’t go as planned, it reinforced the importance of data readiness, clear positioning, and client alignment. By learning from this experience, we’re better equipped to serve future clients and deliver impactful results.</p><p>At More Than Data, we believe that every challenge is an opportunity to grow and improve. This experience is a reminder that even the best intentions and efforts can fall short without the right foundation and alignment. Moving forward, we’re committed to applying these lessons to ensure that every engagement—regardless of the client’s size—delivers value and drives success.</p><h3>Key Takeaways for Businesses<br></h3><ul><li><strong>Invest in Data Management</strong>: Clean, organized data is essential for effective marketing optimization.<br></li><li><strong>Align Expectations Early</strong>: Clearly define roles, goals, and deliverables at the start of any project.<br></li><li><strong>Choose the Right Partners</strong>: Select partners who understand your unique needs and challenges and can work with your existing systems.<br></li><li><strong>Learn from Failure</strong>: Unsuccessful projects can provide valuable insights that drive future success.</li></ul><p>By embracing these principles, businesses can build stronger partnerships, optimize their marketing efforts, and achieve sustainable growth.</p>

Case Study: Learning from an Unsuccessful Engagement with a Small Waste Management Brand

<p>Every great company has its origin story, and More Than Data is no exception. But behind the success lies a series of laugh-out-loud moments from the early days of its co-founder, who was a passionate (but occasionally clueless) data enthusiast in the marketing and media industry. Here’s a funny recount of his journey, filled with statistical mishaps, questionable recommendations, and a few too many cups of coffee.</p><h3>1. The P-Value Fanatic<br></h3><p>The co-founder had one golden rule: worship the p-value. If it was statistically significant, it was gospel—no matter what the actual results said. Positive coefficient for TV? Great! Negative coefficient for OOH? Who cares? The p-value was significant, and that’s all that mattered. His mantra: “If the p-value is low, let it glow!” Needless to say, this blind faith in p-values led to some eyebrow-raising conclusions.</p><h3>2. TV: The Sales Superhero<br></h3><p>One of his early models claimed that TV contributed to 72% of sales. Yes, 72%! While the marketing team was thrilled at first, they quickly realized it was too good to be true. Turns out, the model had some quirks (read: flaws), and TV wasn’t quite the superhero he made it out to be. But hey, who doesn’t love a little over-optimism?</p><h3>3. OOH: The Invisible Channel<br></h3><p>On the flip side, his model declared that Out-of-Home (OOH) advertising had almost zero impact on the brand. The marketing team was furious. “What do you mean our billboards are useless?!” they cried. The co-founder shrugged and pointed to his beloved p-value. Spoiler: OOH wasn’t useless—it was just misunderstood.</p><h3>4. Share-of-Market vs. Share-of-Voice: The 10x Miracle<br></h3><p>In another head-scratching moment, his model showed that the brand’s share-of-market was 10 times higher than its share-of-voice. Basically, the brand was punching way above its weight. The team was skeptical, to say the least. “Are we secretly a global megabrand?” they joked. The co-founder just smiled and said, “The numbers don’t lie.” (Spoiler: They did.)</p><h3>5. The Digital-Only Disaster<br></h3><p>In a bold (read: reckless) move, the co-founder suggested that the brand should stop investing in all offline channels and shift the entire budget to digital. The marketing team nearly had a collective heart attack. “No TV? No OOH? Are you trying to get us fired?!” they yelled. Let’s just say this recommendation didn’t go over well, and the co-founder almost lost his job.</p><h3>6. The Statistically Boring Presentation<br></h3><p>When presenting his findings to non-technical stakeholders, the co-founder made the classic mistake of using jargon-heavy statistical language. As he droned on about coefficients, confidence intervals, and heteroscedasticity, the room grew quieter and quieter. By the end, everyone was either asleep or plotting to throw him out the window. Lesson learned: Keep it simple, silly!</p><h3>7. The Dashboard from Hell<br></h3><p>In an attempt to impress, the co-founder created a dashboard with over 100 charts and widgets. It was a data visualization nightmare. The media planning team took one look at it and felt like they were staring into the abyss. “What is this? A dashboard or a modern art installation?” they groaned. One team member even joked, “I need a dashboard just to navigate this dashboard!”</p><h3>8. The Budget Allocation Maze<br></h3><p>He built a user interface for budget allocation but forgot one tiny detail: a filter to select specific media channels. The media planning team had to manually go through every single variable, one by one. It was like climbing a high-rise building without an elevator. “Next time, can you at least install a lift?” they begged.</p><h3>9. The Coffee Catastrophe<br></h3><p>In a misguided attempt to bond with his marketing buddies, the co-founder bought everyone coffee. Unfortunately, he forgot to ask about dietary preferences. One lactose-intolerant team member drank his latte and spent the rest of the day glued to the toilet. “Thanks for the coffee,” he said weakly, “but next time, maybe ask about lactose-free milk?”</p><h3>The Silver Lining<br></h3><p>Despite these hilarious missteps, the co-founder’s passion for data and relentless curiosity eventually paid off. He learned from his mistakes, refined his models, and built More Than Data into a trusted partner for marketing analytics. Today, he laughs about his early blunders and uses them as cautionary tales for aspiring data scientists.</p><h3>Moral of the Story<br></h3><ul><li><strong>P-values aren’t everything</strong>: Don’t let statistical significance blind you to common sense.<br></li><li><strong>Keep it simple</strong>: Avoid jargon and overcomplicating things—especially in presentations.<br></li><li><strong>Ask about lactose-free milk</strong>: Always consider your audience’s needs (and dietary restrictions).</li></ul><p>And that, folks, is how a data-obsessed co-founder turned his early fumbles into a thriving business. Cheers to learning, laughing, and not taking yourself too seriously!&nbsp;</p>

The Hilarious Misadventures of a Data-Driven Co-Founder

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!

Mulish

Sora

Merriweather

<p><strong>This website delivers the media measurement &amp; budget optimization tools that big MMM providers charge premium prices for—only now, they're free.</strong></p>

Blog

Media Reconciliation Drama: How More Than Data Eased the ...

Revolutionizing Media Strategy: How Automation and Data-D...

How Data-Driven Insights Helped a CMO Justify Marketing B...

Choosing the Right Marketing Analytics Tool for Your Busi...

Case Study: Learning from an Unsuccessful Engagement with...

The Hilarious Misadventures of a Data-Driven Co-Founder