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THE CUSTOMER

Large advertising agency media planners and buyers, in addition to advertiser marketing budget planners.

THE PROBLEM

Twitter, along with every other media channel competes with other channels for budget. On the whole, by far the biggest piece of marketing budgets go to television, with a few exceptions. These budgets are decided early on in a marketer's planning, oftentimes before a fiscal year begins. If a media channel hopes to increase the size of budget allocated to it, then they need to be able to issue some sort of promise. A promise like how many people can a marketer reach, and for how much money.

We'd made a lot of progress to our backend infrastructure to be able to deliver on these kinds of estimations; estimations that help us compete with other digital media channels.

Process: sketches

Process: whiteboarding

Process: strategy, architecture, and concept

THE SOLUTION

We started by sketching a lot of different ideas and workflows to elicit feedback from internal stakeholders before sharing ideas and work in progress with some of the largest media agencies in the world. These workflows begun by adding real names of real people to try and help understand the decision process which is difficult because that process is... many times very complicated.

SELECT PRODUCT VIEWS

(Authentic values redacted or changed to respect company or customer privacy)

RESULTS

Feedback from our sales teams, strategists, agency stakeholders, and advertising partners was overwhelmingly positive and were overall excited about using the tools to update budget models in upcoming quarters and years.