COGNITION

Case studies

Global Rev Gen is a digital consultancy and media agency.

Global Rev Gen works with brands and other agencies all over the world to implement digital media campaigns in new and innovative ways.

Consulting Services
Global Rev Gen consulting services include strategic advice around delivering Business, Brand, Marketing and Media outcomes. They consult to startups and corporates directly as well as their agencies.
Media Services
Global Rev Gen media services include media strategy, campaign planning, media planning & buying, campaign management & assessment, tracking & analytics, reporting, re-investment planning & optimization. They work across every digital channel (and sometimes some offline ones too).

Cognition is Global Rev Gen's proprietary CMP (Campaign Management Platform) It has been custom built by us, for the customer to help them deliver value to our clients. All of the work Global Rev Gen does flows through, and is enhanced by this platform. It is the outcome of Global Rev Gen innovation and drives them to collaborate and innovate and inspires them to scale.

Involvement / participation

We started to build Cognition back in 2010 as a single page application to extend the single publishers subsystem of HasOffers online service ( http://www.hasoffers.com ), which the customer used at the moment to run its online digital campaigns. The support of additional subsystems was quickly adding up and the scope of already built subsystems was broadening, changing at the same pace as the workflow requirements of Global Rev Gen were maturing.

The necessity to implement the campaign subsystem quickly became obvious and it was added up to the pack. Then the creative briefs subsystem was thrown in, together with the tight integration between campaigns, briefs and publishers subsystems. Shortly after that Insertion Orders, Prospecting, Client invoicing followed (to name only a few). Together with the new subsystems the integrations with third party services was built up :

  • HasOffers to track the online digital campaigns data in real time
  • EchoSign to sign the Insertion Orders online and make the whole process of such documents generation, parsing and full cycle processing a breeze.
  • Xero to deliver the automatically generated invoices based on the campaign reporting data quickly and efficiently
  • CampaignMonitor to control nurture streams flexibly for each individual campaign or client.
  • RedBooth to manage the issues, tasks and facilitate close communication between company employees

Above are just some of the third party integrations we built into Cognition during all these years of active development, improvement, polishing and optimization. During this time our project manager, graphical designers, UX engineer, HTML slicers, front end and back end developers, QAs, system administrator and document writer constantly worked to deliver Cognition features, on which Global Rev Gen now relies in their business critical operations.

From the ground up Cognition was meant to be a proprietary platform to match Global Rev Gen workflow to manage the online digital campaigns efficiently, transparently and give the Global Rev

Gen operators unparalleled view of both the entire picture on how their digital campaigns are doing and to be able to dig into the tiniest details, which are not covered by third party services. The major requirement was to enable Cognition availability globally for all the Global Rev Gen employees who work in Australia, Europe, Asia and travel around the whole world, which means that the service must have been optimized for global accessibility but to feature strong security to protect company’s proprietary information.

  • HasOffers to track the online digital campaigns data in real time
  • EchoSign to sign the Insertion Orders online and make the whole process of such documents generation, parsing and full cycle processing a breeze.
  • Xero to deliver the automatically generated invoices based on the campaign reporting data quickly and efficiently
  • CampaignMonitor to control nurture streams flexibly for each individual campaign or client.
  • RedBooth to manage the issues, tasks and facilitate close communication between company employees
image description

Cognition must have enabled efficient access and management of both organized and un-organized digital ad inventory (Organized inventory can be purchased via technology platforms, un-organized inventory requires humans to work with other humans). It must have been a data warehouse of thousands of global traffic sources, all categorized by digital channel, traffic type, quality and accessibility. Regional teams must be able to service local clients and work with global publishers efficiently and at scale.

In order to ensure availability as close as possible to 100% it was critical to choose the cloud hosting provider with reliable infrastructure, with presence of the data centers in different cities around the world. Reliable backup and restore procedures were also a MUST to prevent the critical data loss. It was likewise critical to ensure efficient UX/IU which would be both intuitive for the operators and at the same time would allow efficient data entry, retrieval, manipulation and control of the business indicators.

Results

From the time when we introduced the first implementation of Cognition to Global Rev Gen employees around the world it became the indispensable part of the company workflow, which tightly glues together separate services used for company operations. It quickly became a platform which allows the company employees to control the online digital campaigns at any stage - starting from the prospecting phase to the billing.

Constant monitoring and support of the service deployment allows us to keep it up and running 24x7, make the critical updates and upgrades well before they might become a bottleneck, and lets us implement the user requests in quick iterations, providing the balance between time to production, quality and costs.