A global consumer goods organisation running multi-brand, multi-market media programmes faced a familiar executive problem: spend was visible in many systems, contribution was visible in none. Channel reports, agency packs and brand dashboards disagreed on definitions. Optimisation happened late, locally and without a shared view of where incremental return was actually forming.
The challenge
Leadership needed a way to see performance across the portfolio without waiting for month-end reconciliation — and without replacing the media and analytics stack already in market. The requirement was clarity and speed: which investments were working, which were contested, and what to change next under a common definition of value.
How Datatronika approached it
DataLink established a coherent feed from campaign, web and commercial sources into a governed working layer — enhancing existing platforms rather than forcing a rip-and-replace. Forge adapted Poiesis to the organisation’s brand and market vocabulary: prompts, models and edge cases shaped to how marketers actually decide, then tested before they touched live reporting. Poiesis produced ranked, explainable recommendations on allocation and intervention. Praxis Actions framed those recommendations as reviewable next steps inside the workflows teams already used — not as another unread dashboard.
Outcome
Marketing and finance leadership gained a shared performance surface: earlier visibility of underperforming spend, clearer cross-brand patterns, and a shorter path from insight to budget and creative decisions. The engagement reframed media optimisation from periodic reporting to continuous interrogation — with human oversight retained on anything commercially material.