• Solutions
• Price Director
• Inventory Manager
• Business Advisor
• Services
• Technical Architecture

Case Study

Enabling Better Inventory Provisioning and Control

Client Situation:

An online media client sought to improve price management and increase monetization of advertising inventory. Interaction among pricing, sales and inventory management teams was hampered by limited visibility of data related to critical performance metrics. Additionally, a complex rate structure and extensive product portfolio resulted in literally millions of possible pricing combinations which were difficult to manage.

Approach:

To address these issues, Rapt began with a rigorous assessment of key business drivers. Starting with Rapt's standard Business Advisor software and media specific templates, the team also created customized, role-specific views and analysis. This enabled the client to conduct data analysis and ad hoc reporting that previously required days (or were not possible) in minutes. Key insights included visibility into price-making and price-taking behavior by channel, sales and advertiser. It also gave the client the ability to identify and control maverick pricing and pre-empt financial risk. The entire Business Advisor solution was deployed in three months.

Impact:

Enterprise-wide adoption led by sales and revenue strategy executives, improved the ability to coordinate pricing and P&L performance across the organization and increased overall visibility into the financial implications of pricing and inventory allocation decisions. It also helped to pre-empt financial risk by identifying and controlling maverick pricing and other outliers. According to a Senior Director involved with the project, "Rapt's Business Advisor delivered real business value by improving access to information, providing robust analytics and [enabling] smarter decisions about the pricing and allocation of our online advertising inventory."