Heyhumming_Tech

1. We create, deliver and optimize digital marketing
campaigns for some of the world’s most successful brands.
We operate at the intersection of technology, media,
operations, marketing, CRM, consultancy and creative.
With over 20 years experience, and a global team of subject
matter experts, we provide digital marketing resources and
expertise so that our clients can achieve their business potential.
What We Do
1

2. Marketing Cloud
Digital Consultancy Media Operations
Creative Production Data andAnalytics Tech Development
• Audit & Analysis
• Performance Benchmarking
• Landscape Analysis
• Market Trends
• Operational Workflow
• Automation Strategy
• Commercial Strategy
• Campaign Strategy
• Technology Management
• Journey Planning
• Data Management
• Design and Build
• Campaign Deployment
• Reporting and Insights
• Strategy and Set-up
• Ad Trafficking
• QA and Tag Management
• Campaign Management
• Biddable Media
• Programmatic Management
• Reporting and Insights
• Ideation and Strategy
• Design and Identity
• Copy and Content
• Technology Selection
• Production and Build
• Deployment and QA
• Performance Optimization
• Strategy Development
• Data Management
• Extraction and Aggregation
• Cleaning and Cloud Services
• API and Connectors
• Custom Dashboards
• Reporting and Insights
• Audit & Analysis
• Bespoke Builds
• Web Development
• Ecommerce
• AI/ML
• Systems Integration
• Cloud Strategy
Full-Service Digital Solution
2

3. Ad-Tech Email Media Data
Certified
Partnerships
and Deep
Platform
Expertise
3

4. Entertainment Retail D2C Publishers Platforms
Leading Clients Trust Us With Their Digital Marketing
4

5. Our
Products
5
Inovus Automate is a
campaign automation
tool which works in
integration with GAM.
The objective is to
automate campaign
activities with improved
efficiency and accuracy
The tool is used to
automate the day-to-day
activities related to
Advertising Operations
like campaign
optimization, bulk
campaign creation, bulk
creative upload, line item
creation, and so on
ScreenBot tool makes ad
operations specialists’
lives easier by
automating the following
tasks:
• Capturing
advertisement
screenshots by
queuing through the
application
• Integrating ad servers
into the application
for screen grabs
• Capturing screenshots
in bulk
• Email option to send
the screenshots to the
client directly from
the application.
SAM is a data extraction
tool that supplements
the manual process of
downloading data from
different applications
with an automated
extraction process.
It eliminates the need to
visit multiple applications
and download data one
source at a time
It also adds to the power
of existing APIs that fetch
data from multiple
applications on a regular
basis
Inovus Analyze is an
interactive
web-based solution for
multidimensional
analysis that enables a
wide range of digital
marketers to easily and
efficiently mine
actionable information
from their data.
It is an all-encompassing
marketing analysis
solution that lets the
user to combine all of
the disparate data
sources into one central
repository.

6. 18
Confidential – Property of Theorem
Data Solutions
Smart Adaptor for Marketers
 Over 80+ connectors to
DSP/SSP, Ad Servers ,
Social , Email & Analytics
Platform.
 Able to extract data via API
or UI scrapping.
 Ability to post extracted
data to FTP/SFTP , S3 ,
Email attachment.

7. Agency Data Solution
Problem
• Exiting vendor TAT was slow and
impacted client deliverables
• Client needed a tech partner to
manage their DW
• Higher infrastructure
cost/maintenance cost
Solution
• Analysed their existing architecture
and re-designed completely
• Custom proprietary data ingestion
pipe-line build on java & Talend
• AWS EC2 to process ETL
• DW in AWS Redshift
• Reporting and Visualization in
Tableau
Outcome
• Low cost data ingestion pipeline with
open-source techs
• Reusable pipeline which a single
resource can replicate to setup new
client
• On-boarding a new client make easy
and quick.
7
Confidential Property of
Theorem

8. Problem Solution Outcome
8
Confidential Property of
Theorem
• USA based publisher’s sales teams lacked
unified view of campaign performance,
with data spread over 40 sources
• Data Aggregation from a variety of
platforms was complex
• Unified View - Resolving campaign data
across platforms to provide a unified view
is a challenging program to work
• Data cleansing and manipulations was
time consuming
• Business needed flexibility in data analysis
for Advertisers; reports have to adapt and
include additional filters as needed
• Centralized DW in AWS Redshift
• API connectors to pull data from
desperate sources
• Data pipeline: Extracting data using API
from multiple platforms, transform and
load.
• Custom dataset: SSIS ETL to clean , map
and load data to individual as combined
datasets
• Visualization: Web Application to
present Advertiser Performance data to
sales ,clients & ops teams
• Sales teams can access advertiser
reports by linking Salesforce app.
• Web-application called ‘Transactional
Advertiser Reporting (TAR)’ was
deployed.
• Now, Advance Local sales team was
enabled with advertiser reports allows
better, in-depth account review
meetings and facilitates revenue growth
• Analysis of data across markets and
advertiser industries provides unique
benchmarking opportunities
Web Application for Data Visualization
Transactional Advertiser Reporting

9. Marketing Cloud
Digital Consultancy Media Operations
Creative Production Data andAnalytics Tech Development
• Audit & Analysis
• Performance Benchmarking
• Landscape Analysis
• Market Trends
• Operational Workflow
• Automation Strategy
• Commercial Strategy
• Campaign Strategy
• Technology Management
• Journey Planning
• Data Management
• Design and Build
• Campaign Deployment
• Reporting and Insights
• Strategy and Set-up
• Ad Trafficking
• QA and Tag Management
• Campaign Management
• Biddable Media
• Programmatic Management
• Reporting and Insights
• Ideation and Strategy
• Design and Identity
• Copy and Content
• Technology Selection
• Production and Build
• Deployment and QA
• Performance Optimization
• Strategy Development
• Data Management
• Extraction and Aggregation
• Cleaning and Cloud Services
• API and Connectors
• Custom Dashboards
• Reporting and Insights
• Audit & Analysis
• Bespoke Builds
• Web Development
• Ecommerce
• AI/ML
• Systems Integration
• Cloud Strategy
Full-Service Digital Solution
9

10. Confidential Property of Theorem
10
Theorem Team DSP Experience

11. Theorem 11
Trafficking Programmatic Campaign
Management
Reporting
• Tag Configuration
• 3rd Party Tag Deployment
• Pixel Implementation
• Campaign Setup
• Troubleshooting
• Campaign Setup
• Bid Management
• Yield Optimization
• Audience Measurement
• Reporting
• Inventory Management
• Campaign Monitoring
• Creative QA
• Campaign Reporting
• Optimization
• Performance Reports
• Discrepancy Reports
• Pacing Reports
• End of Campaign
Reports
• Budget/Billing Reports
Ad Operations

12. Theorem 12
Strategy &
Planning
Design &
Development
Campaign
Management
Reporting &
Optimization
• Confirm campaign goals &
objectives
• Define the audience &
identify lookalikes
• Define ad concept & types
• Define targeting
• Image, layout,
background & text
• Identify ad tagline, copy
& description
• Define call to action
• Color, font size &
composition
• Campaign creation w/
appropriate auction,
promotion & placements
• Audience, demographic,
interest & geographic
targeting
• Pre & post launch QA
• Tracking using appropriate
pixels
• Activation
• Copy & image optimization
• Management of pacing
utilize calculator tools
• Optimize delivery to
meet goals and KPIs
• Creation of campaign
wrap up reports
• Budgeting/billing reports
Social Marketing Capabilities

13. Theorem 13
Structure Strategy Campaign
Management
Governance
• Account/campaign
framework
• Ad groups
• Keyword generation
• Copywriting
• Sync
• Upload
• Bid strategy
• Budget
recommendations
• Campaign structure audit
& recommendations
• Employ best practices
(ad copy, campaign/ad
group structure)
• Ad copy A/B testing
• Campaign health
Monitoring
• Manage to campaign KI
goals
• Pacing management
• Campaign optimization
• Bid management
• Reports; pacing,
performance,
campaign/ad group level
• Search query review
• Negative keyword list
• URL auditing
• Link Checking
Search Engine Marketing
Capabilities

14. 14
They have been accurate in their plan building while being super efficient in
turnaround and pointing out discrepancies from original objectives. I feel
confident in having them service my White Glove accounts and super
appreciative of them. They have been life-savers!
Theorem knew the solution was to become an extension of Pandora’s existing teams. We
aligned our skilled teams with the client’s existing sales regions, creating highly functional 1-
to-1 relationships with Pandora sales staff. This dedicated support structure helped to
maximize quality and operational efficiency. Our systematic account onboarding scaled in
line with Pandora’s growth. The output is an end-to-end solution covering ad trafficking,
campaign monitoring and optimizations, reporting and account management including client
communications.
THE CHALLENGE
A Need to Increase Revenue and
Reduce Costs
THE SOLUTION
Become a Trusted Extension of the
Clients Teams
Pandora (the major online music service) wanted to increase advertising sales
revenue, improve service levels, all while reducing operational costs. They were
looking for a partner who could help them scale at a department and corporate level.
They needed audio and display ad-operations expertise along with a better order-to -
cash process - allowing them to focus on strategy and sales.
THE IMPACT
Increased Customer Service and Reduced Costs
Our teams improved Pandora’s bottom line, with ad-operations cost savings of more than
50%. We were able to support over 85% of total AdOps tasks, working directly with 200
client users across 4 regions. We help Pandora grow higher value revenue, as their internal
teams are now focused on sales, up–sell and managing key accounts while Theorem
supports all other operations.
Increasing client revenue by scaling
a major digital audio business
PANDORA

15. Theorem 15
Pandora End-to-End Media Management
Trafficking and Screenshots
Account Management Media Planning
Reporting
Programmatic Camp. Mgmt.
• Pre-Sale
• Post-Sale/Pre Launch
• Post-Launch/Campaign Live
• Post-Campaign/Reporting
• Image/DFP Trafficking
• 3P Trafficking
• Optimization
• Troubleshooting
• Video Trafficking
• Audio Edit
• Planning
• Revisions
• Order Entry
• IO confirmation
• Launch Report
• Campaign End Reports
• Wrap Reports
• Custom Reporting
• Avails Reporting
• Moat Viewability
• UD/UP Report
• MOAT Reports
• Launch Report
• Campaign End Reports
• Wrap Reports
• Custom Reporting
• Avails Reporting
• Moat Viewability
• UD/UP Report
• MOAT Reports

16. Confidential Property of Theorem
16
Team Structure & Roles
End-to-End Campaign Management
Role Tasks
Trafficker • Build/traffic campaigns to spec including:
• 1st & 3rd party tags
• Day-parting
• Audience targeting
• Execute campaign updates i.e. creative swaps, reflighting
• Screenshots
Campaign Manager • Monitor campaign health/pacing
• Manage to specified metrics i.e. CPA/CTR goals, conversion rates, etc.
• Optimize within approved level and parameters
Reporting Analyst • Build reports and dashboards:
• Performance
• Wrap reports
QA Analyst • Monitor campaign health/pacing
• Manage to specified metrics i.e. CPA/CTR goals, conversion rates, etc.
• Optimize within approved level and parameters

17. Confidential Property of Theorem
17
AdOps Onboarding Process
Gather Requirements
•Kick-off: 1 hour
•Work volume
•Turnaround times
•Campaign types
(display, mobile)
•Direct or Programmatic
•Key platforms or
systems
•Internal process flow
•Key documents
•IO
•Creative files
•QA checklists
•Pacing Reports
•Optimization
guidelines
Process Documentation
and Training
•Theorem builds a
project plan
•Theorem documents all
processes / cross-team
work flow
•Client approves cross-
team process
•Theorem shadows PMX
team for 1-week
•Theorem takes on a few
samples campaigns
•Client checks Theorem
team work
•Client and theorem
Teams collaboratively
refines process
Parallel (~2-3Weeks)
•Theorem begins to lead
trafficking process (live
cases)
•Client continues to
check Theorem work
and gradually turns
over campaigns until
Theorem is managing
full volume
•Move to steady state,
teams meet weekly to
ensure success
Theorem Best Practices (2-4 week process depending on account complexity)