FORRESTER STUDY: THE TOTAL ECONOMIC IMPACT OF BASIS€¦ · business intelligence (insights)...

FORRESTER STUDY: THE TOTAL ECONOMIC IMPACT OF BASIS

Jonathan LipsitzPrincipal TEI Consultant

WE HAVE DELIVEREDGREAT RESULTS FOR

$500MM+ in media executed through Basis last year

700+ Centrons in 41 North American offices

Innovators in ad technology

2,000+ Agencies

6,000+ Brands

200,000+ Campaigns

EMPLOYEE MANAGEMENT

END-TO-ENDWORKFLOW

AUTOMATION

SEARCH

AUDIENCE MANAGEMENT

(DMP)

AD SERVERINTEGRATIONS

CONTROLS, PERMISSIONS,

FIREWALLS,SECURITY

CLIENT / BRAND RELATIONSHIP MANAGEMENT

VENDORRELATIONSHIP MANAGEMENT

(VRM)

MESSAGING&

COMMUNICATION

NEGOTIATION SOFTWARE

MEDIA AUTOMATIONCOMPREHENSIVE | ENTERPRISE-LEVEL

DIRECT

BUSINESS INTELLIGENCE

(INSIGHTS)

CONTRACTMANAGEMENT

DOCUMENT STORAGE

FLOWCHARTS

HOLISTICANALYTICS

SEARCH, SOCIAL, DIRECT,

PROGRAMMATIC

AI /MACHINE

LEARNING

SOCIAL

PROGRAMMATIC

FINANCIALRECONCILIATION

AD TRAFFICKING

GENERAL LEDGER

INTEGRATION

EMPLOYEE MANAGEMENT

END-TO-ENDWORKFLOW

AUTOMATION

SEARCH

AUDIENCE MANAGEMENT

(DMP)



FIREWALLS,SECURITY



(VRM)

MESSAGING&

COMMUNICATION


DIRECT


(INSIGHTS)

CONTRACTMANAGEMENT

DOCUMENT STORAGE

FLOWCHARTS

HOLISTICANALYTICS


PROGRAMMATIC

AI /MACHINE

LEARNING

SOCIAL

PROGRAMMATIC


AD TRAFFICKING

GENERAL LEDGER

INTEGRATION

LEGACY DSPs

EMPLOYEE

MANAGEMENT

END-TO-ENDWORKFLOW

AUTOMATION

SEARCH

AUDIENCE MANAGEMENT

(DMP)


CONTROLS,

PERMISSIONS,

FIREWALLS,

SECURITY

CLIENT / BRAND

RELATIONSHIP

MANAGEMENT

VENDOR

RELATIONSHIP

MANAGEMENT

(VRM)

MESSAGING

&

COMMUNICATION

NEGOTIATION

SOFTWARE

DIRECT


(INSIGHTS)

CONTRACT

MANAGEMENT

DOCUMENT

STORAGEFLOWCHARTS

HOLISTICANALYTICS


PROGRAMMATIC

AI /MACHINE

LEARNING

SOCIAL

PROGRAMMATIC


AD TRAFFICKING

GENERAL LEDGER

INTEGRATION

EMPLOYEE MANAGEMENT


FIREWALLS,SECURITY



(VRM)

MESSAGING&

COMMUNICATION


CONTRACTMANAGEMENT

DOCUMENT STORAGE

SEARCH

FLOWCHARTS

SOCIAL

ACCELERATED ADOPTIONMedia Automation is Trending

200+ customers have signed up for Basis

0

100

200

300

Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019E Q4 2019E

Adoption of Basis

ACHIEVEPERFORMANCE

BUSINESS PERFORMANCEGrow Agency Revenue & Profits

MEDIA PERFORMANCEData-Driven Technology and Teams to Fuel Successful Campaigns

TEAM PERFORMANCEAbility to Work More Efficiently

INTERNAL TESTING + RESULTS

CREATING EFFICIENCYACROSS TEAMS

Spent on Optimizations26% LESS TIME

83%IMPROVEMENT

in Financial Accuracy and Reconciliation

60% REDUCTIONMistakes and Errors

ACCELERATESPRODUCTIVITY

Deliver Client Reporting& Campaign Analytics

Media Plan Development,Negotiation & Completion is

17% FASTER

Creative & Ad ServerManagement is

40% FASTER

29% FASTER

© 2019 FORRESTER. REPRODUCTION PROHIBITED.

The Total Economic Impact™ of Centro Basis

Jonathan Lipsitz, Principal TEI Consultant

12© 2019 FORRESTER. REPRODUCTION PROHIBITED.

Source: The Total Economic Impact Of Centro Basis

Agenda

› Introduction

› What is TEI?

› Executive summary

› Analysis

› Financial summary

› Question and answer

Please note:

This slide presentation

is an abridged, graphical,

and complementary

representation of a

case study.

For a full explanation

of methodology and

details on model

calculations, please

refer to the full case study

(The Total Economic

Impact™ Of Centro

Basis).


What is TEI?Background and methodology



RISKS

The objective of the TEI framework is to identify all of the factors that affect an investment decision

TOTAL

ECONOMIC

IMPACTTM

(TEI)

BENEFITS

FLEXIBILITY

COSTS



Forrester took a multistep approach to evaluate the impact of Centro's Basis Platform

Start

Due

diligence

Customer

interviews

Create

composite

Create

financial model

Write case

study

Review and

finalize



Disclosures

The audience should be aware of the following:

› This document is an abridged webinar version of a full case study (The Total Economic Impact Of Centro

Basis, June 2019).

› The study is commissioned by Centro and delivered by the Forrester Consulting group.

› Forrester makes no assumptions as to the potential return on investment that other organizations will

receive. Forrester strongly advises that readers should use their own estimates within the framework

provided in the report to determine the appropriateness of an investment in Centro solutions.

› Centro reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the

study and its findings and does not accept changes to the study that contradict Forrester’s findings or

obscure the meaning of the study.

› The customer names for the interviews were provided by Centro.

› Forrester does not endorse Centro.


Executive summaryHigh-level findings



Forrester has determined the following three-year impact from the Centro Basis*

Benefits (PV)

$1.4 Million

Increased Digital

Team Efficiency

35%

*As applied to a composite organization.

Income Uplift

12%


AnalysisCustomer journey and key results



Forrester interviewed 4 Centro customers

Sports Marketing

Political & Advocacy

Marketing & Branding

$16 million digital spend

Marketing

$1 million





CHALLENGES

Lack of control and visibility

Inefficient, manual processes

Difficulty supporting growth

The customers shared before and after experiences

“Having everything in one platform saves us a lot of time. . . . We’ve grown a lot since last

year and haven’t had to add anybody.”

~Supervisor, sports marketing

SOLUTION REQUIREMENTS

Single solution for all campaigns

Cost-effective at scale

Detailed analytics

KEY RESULTS

Greater efficiencies

Increased income

Better digital campaigns



In their own words:

“One of the things we liked the most about Centro was the level of attention… from

the account manager. Centro is the right size to provide good service at a good price.

“The Basis platform metrics are all outperforming our pre-Basis results.”

“Everyone has a much higher sense of personal satisfaction due to clear

visibility of what is happening in all campaigns and channels…”

“Things would take much more time if we didn’t have Basis. We would have needed to

add three people this year…, but because of Basis, we only added one.”

“Centro was critically important in us winning a deal worth $400,000

when we demonstrated the targeting we could do in Basis.”



Digital marketing

agency

Direct, programmatic, search,

and social campaigns

Digital spend: $11.5M → $25.3M

Team members: 6 → 11 FTEs

15% income margin

Forrester created a composite organization representative of customer interviewees



The customers’ quantified benefits from adopting Basis

Three-year total PV benefit breakdown

Total Benefits: $1.4 M

$591.5K

$822.6K

Increased efficiencies Increased income



Non-quantified benefits from adopting Basis

“This definitely helps us with upskilling everyone. The analytics in

Basis helps us learn how to do our jobs better.”

“We hired a new person, and they are very happy with Basis. They

are learning a lot of new things.”

Increased Employee Skill & Satisfaction

“The CTR benchmark is .08; 99% of the time, our campaigns

exceed it. Usually they far exceed it in the .10 to .15 range.”

“Our creative has improved because of what we learn in Basis.”

Better Campaigns



The customers’ incremental costs from adopting Basis

Three-year total PV benefit breakdown

Total Costs: $16.5 K

$16.5K

Internal implementation effort

Other costs were non-incremental or not borne by the agency.


Financial summaryThree-year model



Three-year model summary results

35% increased efficiencies = more revenue managed

per team member

12% income lift

Total benefits = $1.4 million

DOWLOAD THE FULL REPORT

TEI of Basis is available today

COMING SOON:

+ Interactive Report

+ Cost Savings Calculator

QUESTIONS?THANK YOU!

FORRESTER STUDY: THE TOTAL ECONOMIC IMPACT OF BASIS€¦ · business intelligence (insights)...

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