Independent Research Firm Creates Calculator for Advertisers to Estimate Financial Value of Automating
Calculator is Based on Study Showing Risk-Adjusted $1.4 Million Benefit for Agencies Using Basis
Centro, a global provider of advertising technology, released an interactive model for advertisers and agencies to calculate the estimated financial value they may gain by automating through Centro’s Basis platform. By filling in values such as annual digital ad spend, digital team size and more—marketers receive an estimate of the economic impact based on their specific business environment.
This interactive model is based upon “The Total Economic Impact of Centro Basis,” a commissioned study conducted by Forrester Consulting on behalf of Centro. Forrester Consulting provides objective research-based consulting to help leaders succeed in their organizations. The study shows a risk-adjusted $1.4 million benefit for a composite company that is representative of the agencies Forrester Consulting interviewed. For the study, Forrester Consulting interviewed Centro customers to identify and quantify key benefits of using in Basis, such as increased efficiencies and increased income. Other important benefits identified include increased employee skills and satisfaction and improved digital ad campaign performance and analytics.
Forrester Consulting used the following methodology to develop the interactive model:
- Gathered data from existing Forrester research relative to Centro’s Basis platform and the market in general.
- Interviewed four Basis customers as the foundation for the data in this model.
- Constructed a financial model.
- Created a calculator based on the model in the associated study, and in accordance with Forrester Consulting and TEI standards.
“The outcomes for agencies adopting Centro’s Basis platform are increased incomes, efficiency and campaign quality. We’ve qualified and quantified these benefits through an independent study and now we are helping media businesses envision how automation impacts them,” said Tyler Kelly, president of Centro. “When agencies need to increase profitability, performance, and digital scale—the solution is Basis.”
Basis is the industry’s most comprehensive, automated, and intelligent digital media platform, and is the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns.