As more traditional businesses shift from reach-driven currencies–with which to package and sell inventory–to audience-based impression sales, inventory allocation becomes an equally important factor in yield management. The days of simply selling as much as possible to maximize revenue are over. As inventory management becomes more complex, excel is no longer able to manage all of the data and information necessary to ensure inventory is allocated in the most efficient way to optimize yield. The more products, currencies and sales channels you have as a seller, the more difficult it becomes to maximize revenue by simply selling as much as you can at the highest price. As more and more revenue is derived from audience-targeted products, cross product and channel cannibalization become inevitable and unforeseeable with only Excel as your toolkit. Although your portfolio’s effective CPM/rate has increased, your aggregate revenue remains flat or declines. Sound familiar?
We see the challenge of pricing, planning and managing inventory today to optimize yield to be similar to being asked to race F1 with a Datsun (no disrespect, Nissan).
As with forecasting, advanced data science and AI are used to refine the forecasting, pricing and inventory allocation algorithms for each clients’ unique data and business; and it’s used on an ongoing basis to continuously improve accuracy and yield as data is ingested day-to-day.
Forecasts power rate cards, pricing recommendations, inventory allocation and campaign pricing and planning tools that are custom configured in PROPHET for each client’s unique business needs. Furious does not custom develop, affording us the ability to custom configure with ease and often deliver automated reporting, pricing and planning tools for linear television within 90 days of starting. Our focus on media and yield optimization enables us to be agile and serve our clients evolving needs as they introduce new tools and processes across their enterprise, ensuring success and improved financial performance.