{"id":353585,"date":"2026-07-07T17:26:26","date_gmt":"2026-07-07T17:26:26","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/this-new-tool-is-built-on-historical-data-to-predict-marketers-future-performance\/"},"modified":"2026-07-07T17:26:26","modified_gmt":"2026-07-07T17:26:26","slug":"this-new-tool-is-built-on-historical-data-to-predict-marketers-future-performance","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=353585","title":{"rendered":"This New Tool Is Built On Historical Data To Predict Marketers\u2019 Future Performance"},"content":{"rendered":"


\n<\/p>\n

\n

Hindsight is 20\/20.<\/p>\n

But using hindsight to inform your future plans means better foresight, too.<\/p>\n

That\u2019s the idea behind Blueprint, a campaign-planning tool built on over a decade of past campaign data. Strategus, the CTV-focused managed service provider, announced the launch of Blueprint on Tuesday.<\/p>\n

There are too many \u201cdisparate systems that sit alone\u201d across the industry, said Todd Porch, CEO of Strategus. Advertisers can buy an individual platform or brand\u2019s proprietary data off the shelf, but it can be challenging to find a way to \u201cdaisy chain them all together.\u201d<\/p>\n

Learning from the past<\/strong><\/h2>\n

The tool is designed to give advertisers clearer insights into a campaign\u2019s likely performance \u201cbefore we even launch,\u201d according to Melissa Kovach, media director at PR and marketing agency Jackson Spalding, a longtime client of Strategus.<\/p>\n

By using Blueprint, the agency no longer has to wait until a campaign is live to \u201cuncover something that\u2019s not working,\u201d she said. The campaign planning tool analyzes historical campaigns in the same vertical to see whether Jackson Spalding\u2019s proposed targeting strategies \u2013 including age and behavior \u2013 are likely to perform.<\/p>\n

Strategus doesn\u2019t develop any of its tech in-house. To develop Blueprint, it contracted enterprise AI company Convey<\/a> to serve as a \u201ctentacle\u201d that can reach across various platforms, including The Trade Desk and Resonate, and pull the relevant campaign data, said Michael Dorf, director of tech and product at Strategus.<\/p>\n

Convey collects cross-platform data at a vertical level, an agency level and an advertiser level to provide each client with a \u201ccustomized touch,\u201d Dorf said.<\/p>\n

Jackson Spalding has had access to the product in beta for about six months and used it for a large-scale campaign for an energy client that wanted to target homeowners.<\/p>\n

Most of the energy company\u2019s customers tend to skew older, said Kovach, but after looking at data from Meta and Google, Jackson Spalding saw a number of conversions from a younger audience and wanted to make sure they weren\u2019t being overlooked in the campaign.<\/p>\n

It asked Strategus to pull data on younger segments of homeowners who might have engaged with similar campaigns in the past and might correlate with behaviors that \u201cweren\u2019t top of mind,\u201d said Kovach. Blueprint\u2019s data surfaced a better understanding of younger homeowners, she said. These younger homeowners are more willing to try new brands than their older counterparts, they\u2019re less focused on discounts and they access a wider array of digital channels.<\/p>\n

The data helped Jackson Spalding target younger audiences with more personalized creative, said Kovach, and guided the campaign\u2019s A\/B testing around price points and discounts.<\/p>\n

An inside job<\/strong><\/h2>\n

But Jackson Spalding doesn\u2019t have access to the insights directly; rather, they come through Strategus as a part of its managed service offering.<\/p>\n

Blueprint is an internal tool for a number of reasons, said Rachel Dillon, EVP of sales and marketing at Strategus. For one, Blueprint hosts years of proprietary information that Strategus needs to keep private. But just as important is the human touch: giving Strategus\u2019 internal team the first look ensures that human analysis stays at the forefront of the tool\u2019s usage.<\/p>\n

Having a huge wealth of data is great, said Dillon, but interpreting that data and knowing how to extract the meaningful elements is what gives it value. \u201cWe want to allow our expert team internally to be able to look at that and then translate that\u201d to develop the most \u201cmeaningful\u201d media mix for a given client, she said.<\/p>\n

Of course, Strategus always had years of proprietary data from past campaigns, but accessing that information used to be a slower process that required manually pulling the data from an internal dashboard.<\/p>\n

Now, said Dillon, that proprietary data is layered on top of Strategus\u2019 AI personas tool and third-party data, making it easier for Strategus to provide its clients with \u201cbespoke\u201d recommendations.<\/p>\n

For instance, Strategus recently worked with a franchise brand that didn\u2019t have much experience running TV ads. It wanted to know what sort of budget they should put toward TV, how big its audience might be and what types of audience segments were likely to perform best. The brand also wanted suggestions as to how to incorporate audio and digital out-of-home ads into the campaign.<\/p>\n

Strategus was able to look at other franchise campaigns and develop a full media mix, as well as budget suggestions based on competitor spend and data from third-party partners.<\/p>\n

It\u2019s not just about developing a tool that can \u201c[spit] out an answer,\u201d Strategus\u2019 Porch emphasized. It\u2019s about how a human can \u201ctake those recommendations, put them into play and put them into action.\u201d<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Hindsight is 20\/20. But using hindsight to inform your future plans means better foresight, too. That\u2019s the idea behind Blueprint, a campaign-planning tool built on over a decade of past campaign data. Strategus, the CTV-focused managed service provider, announced the launch of Blueprint on Tuesday. There are too many \u201cdisparate systems that sit alone\u201d across […]<\/p>\n","protected":false},"author":1,"featured_media":353586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[174632,10243,174633,155417,11603,2481,5801,174634,174635,13352,174636,174637,174638,5786,11681,174639,174640,174641,1447],"dealstore":[],"offerexpiration":[],"class_list":["post-353585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-a-b-testing","tag-built","tag-campaign-planning","tag-convey","tag-data","tag-future","tag-historical","tag-jackson-spalding","tag-managed-service","tag-marketers","tag-media-mix","tag-melissa-kovach","tag-michael-dorf","tag-performance","tag-predict","tag-rachel-dillon","tag-strategus","tag-todd-porch","tag-tool"],"yoast_head":"\nThis New Tool Is Built On Historical Data To Predict Marketers\u2019 Future Performance - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=353585\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This New Tool Is Built On Historical Data To Predict Marketers\u2019 Future Performance - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Hindsight is 20\/20. But using hindsight to inform your future plans means better foresight, too. That\u2019s the idea behind Blueprint, a campaign-planning tool built on over a decade of past campaign data. Strategus, the CTV-focused managed service provider, announced the launch of Blueprint on Tuesday. 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