Improving contract forecasting
Problem
When negotiating advertising contracts, the Ad Operations team often needs to provide clients with data projections on the campaign's performance and reach. Coming up with these projections used to involve a certain degree of conjecture, making estimations prone to errors, ultimately causing unnecessary stress for the team.
Role
Product Designer
SCOPE
Data entry
Data visualization
B2B
TEAM
Data
Ad Operations
Internal Tools
8 people
Challenge
How can we help Ad Operation teams estimate advertising contracts more effectively?
Solution
To enhance the team's ability to deliver accurate projections, the Data team developed a predictive model that combined real-time inventory analytics with historical data insights. I helped the team integrate the model into the ad management platform, and create a streamlined forecasting flow that anyone in the team could use to generate projections. Additionally, I also worked a few data visualizations to help users better understand the forecast at a glance.
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Forecast impressions
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Forecast inventory
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Forecast dashboard
Impact
Upon release, the Ad Operations team quickly integrated the feature into their workflow. Over a period of 3 months, we noted a slight increase in the number of campaigns delivered on target, which we believe correlated with better initial estimations. Ultimately, this led to a higher sense of confidence within the team during contract negotiations.
© 2025 Hugo Magalhães