Streamlining this process gives more staffers insight into The Globe and Mail’s revenue streams. The finance team, product-management and advertising operations regularly benefit from insights gained from the platform.
So do salespeople. “They can see the forecast as they’re building the proposals, and when they go into highly targeted areas, it’s highly accurate,” Hagley said.
By better forecasting, the team can manage sold-out areas much better.
“One of the challenges we’ve always had is that we’ve had areas of our site that are in high demand, and we sell them out from time to time,” Hagley said. “We would either undersell the areas, or then oversell and spend a lot of time managing campaigns to make sure they deliver. Now, we don’t have to guess anymore, and don’t have to manually optimize campaigns.”
Hagley is turning to exploring other areas of the Yieldex platform. Up next is use of another one of Yieldex’s features, “a price review of direct-sold inventory, determining if we should make changes to rate card.”