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BIAnalytix Tip Summary: The Power of Detailed Media Pacing Comparisons

The key to success in being able to genuinely analyze pacing in your organization is saving the full business status (snapshot) related to forward bookings (some call this "business on the books") each day within your media data warehouse. The ability to "step back in time" to the precise information at a particular date is critical to having the necessary historical comparisons. With this set of historical data, powerful Media business Pacing analysis is possible because the differences can be easily observed across many analysis criteria (dimensions) and totals (measures). It is only these differences that can tell you which values are exceptions and thus require action that could lead to increased corporate revenue and efficiencies.

Having the full business status for all previous dates within your data warehouse supports very rich comparison analysis. You can apply "filters" (particular subset views of the data) to both the forward projections and to historical data to create a wide variety of powerful comparative reports. In addition, the finally achieved amount for this historical period would be available for comparison with the historic paced bookings for use in projecting a final invoice value for the current bookings. This results in a very powerful projection that can impact the setting of sales expectations and rates to optimize overall revenue in the future.

A more specific example follows. If a future program is 65% sold out today, compared to 55% sold out in the same period last year, then the executive knows that sales are ahead of last year. However, in addition, if the final sell-out percentage last year was 95% then this "forecasts" an oversell of 106% for this year. Consequently an executive viewing this information can clearly be alerted to the business exception of an impending oversell and raise rates accordingly to increase revenue.

These powerful comparisons are also available to "drill down" to determine performance criteria on an individual, department, station or region basis.

BIAnalytixis a Media Data Warehouse and Business Intelligence system from Decentrix which includes all the advanced tools necessary that store a full business status of your forward bookings every day allowing for powerful detailed media pacing comparisons with an equivalent past position.

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