Hachette Filipacchi Media U.S. has partnered with Theorem Inc. to use the custom operations company’s Analytics 2.0 program—an automated system that manages display ad inventory, traffic and performance across the publisher’s portfolio of Web sites.
Analytics 2.0 allows magazines to upload data in multiple forms and generate reports by using customizable templates and formulas. “The program enables publishers and magazines, specifically companies that are migrating content on the Web, to bring together their ad serving reports and site analytics data in one central interface,” Theorem founder and CEO Jay Kulkarni told FOLIO:. “This allows ad operations, sales and finance to look at their reports in a comprehensive way.”
The program is equipped with built-in tools that accommodate data from ad servers, search engines, site side data and rich media, and can handle terabytes of data produced by online marketing campaigns. There is no software to be installed, Kulkarni says, and reports can be generated in HTML, Adobe, Excel and other Microsoft formats. Set-up time takes a couple of weeks to go into live production.
“We manage 12 Web sites that run thousands of campaigns, and had people in-house crunching numbers in Excel manually,” says Oleg Korenfeld, Hachette’s director of advertising operations. Hachette has been using Analytics 2.0 since January. “We needed better CPM, better sell-through, not only historically but also using forecast tools. This program makes everything automated, generating weekly reports.
“The service saves us a lot of time and money,” Korenfeld added. “It’s not expensive. It costs a lot less than having someone in-house build a similar program, and frees up our current staff to focus on other projects.”
A typical contract costs between $2,000 and $8,500 per month depending on data sets, frequency or reports and the amount of customization, Kulkarni says. “Our clients use the program to manage their online operations in a holistic fashion, look at ways to drive revenue by looking at campaign performance and provide trends to their advertisers. For one magazine client, what took four weeks to generate a report was reduced to only two days.”
In addition to Hachette, Theorem is working with three other magazine clients, according to Kulkarni.