Advancing Client Analytics in Advertising Performance Score System

The Client

The advertising agency operates in one of the most data-intensive sectors of modern business—digital performance marketing. They manage campaigns across search, display, social, video, and programmatic channels for clients spanning e-commerce, B2B services, consumer products, and technology companies.

While any agency can report basic campaign metrics, the most successful firms provide deeper strategic intelligence: Which channels drive highest lifetime customer value? How do awareness campaigns impact downstream conversion behavior? The agency recognized that their analytics capabilities needed advancement to maintain competitive advantage and justify premium pricing.

The Challenge

The core challenge was analytical complexity: transforming disparate, multi-dimensional advertising data into a single, actionable performance score without losing important nuances. Digital advertising generates overwhelming amounts of data across dozens of campaigns and thousands of creative assets, living in separate platforms with different schemas.

The consumer journey complexity added another layer—modern advertising isn’t linear, and understanding how each touchpoint contributed to the final outcome required hierarchical modeling. Standard regression models wouldn’t capture the complex relationships; the team needed Sparse kPCA for dimensionality reduction while maintaining interpretability. Beyond technical complexity, the project demanded someone who could translate technical outputs into business insights and document everything for the team to maintain.

Our Solution

The engagement was structured as a three-phase transformation. Phase one focused on discovery—stakeholder interviews, data infrastructure analysis, and identifying which metrics were most predictive. Phase two centered on implementation: feature engineering pipeline, Sparse kPCA model for hierarchical performance scores across consumer journey stages (awareness, consideration, conversion), hyperparameter tuning, and validation against historical data.

Phase three focused on knowledge transfer—comprehensive documentation, presentations translating statistical concepts into business language, training sessions teaching the team how to run, interpret, and extend the system.

The Impact

The Sparse kPCA performance scoring system elevated the agency’s analytical capabilities and competitive positioning. Account managers could show comprehensive performance scores with drill-down into specific consumer journey stages, transforming client meetings from backward-looking reviews into forward-looking strategy sessions.

The interpretability delivered an unexpected competitive advantage—clients could see transparent logic connecting metrics to outcomes. The scalable architecture enabled consistent analytics across the entire client portfolio, and the knowledge transfer ensured long-term impact beyond the engagement.