Say hello to the latest entrant in the marketing data analytics game: BigDatr, a slick new online platform which marketers, creatives, publishers and advertisers can use to track their campaigns and keep an eye on the competition.
The brainchild of four Melbourne twenty-somethings, Matthew Farrell, Andrew Ryan, Avrill D'Costa and Atridge D'Costa, BigDatr was born out of parent company Blue Flag, an automotive market research firm.
"It's basically an enterprise collaboration platform, where anyone can work together to get campaigns created," Farrell said. "It covers the whole workflow from concept all the way through to post-analysis, where you can compare media and marketing spend with sales data to determine your ROI."
Cross-category sales data and media, marketing and creative spend are only viewable to clients – among them Toyota Australia. According to Farrell, Toyota has 220 users on the platform across all of its agencies, media and marketing departments, as well as legal, which uses it "heavily" to check retail claims.
BigDatr started with automotive industry data but has expanded to alcohol, beverages, banking and finance, food and restaurants. It currently covers magazine, newspaper and web video advertising. Out-of-home will be included at the end of the month, with TV and digital coming later in the year.
Campaign data is sourced both from the publishers themselves and using a team of 20 researchers, who scour 150 magazines and all the major newspapers to provide daily updates. Farrell said they were working towards real-time updating.
So where did the idea come from? "It all kind of spread back from the auto industry where we started all our work. We dealt with multiple departments who all had their own databases, everything was siloed, nothing was transparent.
"It helps to be able to analyse everything in the one place, so we saw there was just this big gap. The idea was to remove the silos, making it more transparent across the board so everyone's collaborating and looking at the same data, the same analytics, so they're all on the same page."
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