How GroundTruth Uses Boostr to Create Faster and Better Campaign Delivery
GroundTruth’s software and media platform is revolutionizing location-based data by turning real-world behavior into marketing and business results. In 2016, GroundTruth acquired the weather app WeatherBug, expanding its mobile panel to 50 million. As the business scaled, daily workflows became cumbersome for team members across functions.
Ad Ops and Rev Ops teams were exhausted by manual processes, scattered spreadsheets, and ad hoc data analysis processes. Without a single source of accurate information, analysis was challenging to say the least. As such, when leadership at the company was introduced to Boostr, they saw an opportunity. Boostr transforms daily media operations so team members can shift their focus from busywork to adding value through campaign optimization and focusing on clients’ goals.
“None of us here went through college to do data entry,” said Ron Duque, Head of Advertising and Ad Tech Operations at GroundTruth and WeatherBug. Responsible for improving operational efficiencies cross-functionally, Duque could see that maintaining spreadsheets and PDFs without a central place to access the most up-to-date data was getting in the way. And employee morale suffered as a result.
Vice President of Business Operations at GroundTruth Katie Johnson’s responsibilities include tying data and attribution solutions together across verticals. Optimizing client success, however, required that employees spend tons of time analyzing data and optimizing plans. Assembling campaigns and creating media plan packages were primary processes to improve from her perspective since their manual nature kept the team from spending time on proactive, long-term strategies.
Boostr freed up time through its innovative template feature and the availability of more than 50 automated workflows. Its intuitive design meant that it wasn’t long before GroundTruth and WeatherBug’s teams felt their workloads lighten. “I love Boostr’s template feature,” Johnson said. “The real KPI for Boostr is the reduction in our time spent setting up campaigns.”
Employees use their newfound breathing room in their schedules to focus on high-level tasks, optimizing campaigns, and providing client-serving strategies. “By giving them back time in their day, hopefully we’re also retaining employees that are going to drive partnerships with our clients,” said Duque. Johnson echoed that thought: “You retain better people because they're doing more of what they want to do,” she said, “which is, of course, also what we want them to do.”
Boostr is enhancing daily operations and client service at GroundTruth and WeatherBug by freeing up time for Ad Ops teams. To find out more about how they’re using Boostr to accelerate campaign management, read the full case study here.
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