- 17
- tables in the data structure
- 9
- analysis rules
- 28
- days recalculated every day
/What it is
A platform for several brands that brings together advertising results, social conversation and strategy, and each week produces a few conclusions ready to act on. Part of a twelve-month programme for a corporate client.
/The real problem
The client can't verify its vendors' monthly reports nor measure, with a single figure, how many people it reaches and how often. Each brand measures similar things under different names, and ad platforms correct their numbers days later.
/Decisions I made
- D-01
The system doesn't know the brands
Each brand is described in a configuration file and the system has no special logic for any of them: adding a new brand means adding a file. No limit or threshold is written inside the code.
- D-02
Reach is never added up
Platforms don't let you add reach without counting the same person twice, so it is stored separately for each period. And a campaign name is never used as an identifier, because it changes.
- D-03
Every day, 28 days are downloaded again
Meta corrects its figures backwards, so every day the last 28 days are downloaded again instead of trusting what is already stored.
- D-04
AI writes, it doesn't calculate
Conclusions come from nine fixed rules. The AI only writes them in plain language from numbers that have already been checked, and what can't be verified isn't published.
/How it works inside
01 Sources
- Meta
- TikTok
- Agency file
02 Download
- Daily download of the last 28 days
03 Structure
- Common data structure (17 tables)
- Configuration per brand
04 Results
- Analysis rules
- Panel per brand
The internal screens are confidential: a diagram of how it works is shown.
/Result
A 17-table data structure where the brand is part of all the data, nine analysis rules, four human review points and a navigable prototype with six screens.
/ Status
In development. The specification and the screen prototype are done; data download and the internal side are still being built. No brand or agency names, for confidentiality.
Team project; I am responsible for the technical architecture and the data structure.
Got a similar problem?
The first conversation is free. Tell me how your business runs and we'll see what can be built.
/ Next project
MyTicket MX
The theatre ticketing company that left Shopify to sell on its own system