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TGP Case Study: Game Tap - Marketing OperationsAssistance

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Situation:

GameTap, an online gaming network owned by Time Warner, needed to develop the capability to track and report on disparate advertising channels. The success of this initiative was dependent on the fluid integration of new systems with the existing technological infrastructure. GameTap also required the ability to quickly analyze and adjust the marketing operations to meet its long-term strategic initiatives.

Approach/Recommendation:

TGP worked with GameTap’s data warehouse team to build reporting infrastructures and provide business intelligence to key stakeholders. In addition, TGP designed and managed performance dashboards capturing key metrics.

TGP designed, developed and implemented a proprietary web-based tool to track and manage over 1,600 unique ad campaigns.

TGP also helped integrate existing systems with an enterprise-class Email Service Provider.

Results:

GameTap executives had information at their fingertips needed to make crucial business decisions such as the optimization of ad spending across disparate channels.

Email deployment efficiency was optimized, reducing the number of steps and the average email deployment time considerably.