Created a quantitative framework to evaluate media performance, helping optimise investment decisions and improve campaign outcomes.

Approach

• Collected and consolidated performance data from multiple media channels to establish consistent evaluation criteria.
• Designed a scoring model combining reach, engagement, and conversion metrics to identify high-performing channels.
• Visualised results through dashboards to guide investment reallocation and cross-campaign benchmarking.

Impact

• Improved budget efficiency by shifting investment toward media channels with proven effectiveness.
• Enabled data-informed discussions between strategy and creative teams during campaign planning.
• Provided a scalable tool that became part of the agency’s regular campaign reporting process.