This is a common story in advertising agencies and it's part of my routine in the face of several moments that involved requests and challenges like this one: create an automated data dashboard for media and social campaigns, providing insights for client and media teams.
It is very present in advertising agencies the need for data automation, however it is always spoken only in that need, without mentioning the nuances around how a data process is much more complex than simply creating databases (whether they are in cloud, sql or spreadsheets, something common and particularly critical depending on the sensitivity of that data).
This time I decided to take all the learning and pains of the past to raise the flag that the relationship of "data" in the marketing world is not just about automating data, but rather on how to transform a data culture by thinking about people and how to empower them, the teams involved and a methodology that goes through a few pillars.
IDEALIZE A SOLUTION, ENSURING A PROCESS ARCHITECTURE THAT CONTROLS DEMANDS AND DEVELOPS THE TEAM (RELEVANT), A DATA ECOSYSTEM (SECURITY), OBJECTIVE DASHBOARDS (TARGETED), AND DELIVERS MORE AGILE INSIGHTS FOR THE CLIENT AND AGENCY (EFFECTIVE).
I embraced these needs and implemented a model called Garage Model which is an idea using models from PMI and other partners that use agile models and methodologies or rapid prototyping to quickly deliver concepts that can scale and have an impact on the business.
The goal is to create repeatability to produce MVP solutions in data, insights and automation projects while providing feedback to strategy and business teams, seeking to have the project more aligned with the client's need and what is agreed in contract (targeting to bring new business).
In turn, he helps the people in the team to understand a new methodology, delivering new digital skills and a new way of working
The concept will provide fresh data that the marketing team can use to drive users engagement and provide insights about their behavior in the digital and offline environment.
It proposes the development of a tailor made platform using a Garage Model methodology to the dataviz tool for the user interface, big data tools and SQL/Python for the extraction, analysis and modeling of data.
This proposal was recognized by the agency and other countries as a new business model to be negotiated with large clients, simply with the idea that an organized mind makes big changes, and that in 15 days we understand client needs and in the other 45 days we manage to deliver complex solutions.
In the case of Mediabrands, I had the pleasure of making this change...
HEADED A TEAM THAT WAS NOT FLUENT IN PROGRAMMING LANGUAGES AND METHODOLOGIES, TO A TEAM THAT IN 60 DAYS DELIVERED AN INCREDIBLE AUTOMATION. THUS, TEAM'S CAPABILITIES INCREASED AND GAVE THEM MORE AUTONOMY TO WORK ON FUTURE PROJECTS
This was a more detailed project, but here I wanted to tell how all this gave birth to new projects, how it intertwined the team's relationship and how a simple look at the development of people based on pillars was fundamental for the growth of all involved.