INTRODUCTION
Campaign Management is a product that handles statistical information related to sporting events and influential entities in trading markets, particularly in the context of sports betting. It automates tags and all necessary IDs through a distribution process for different DSPs.
Campaign management helps users become more productive and meticulous in their trading movements and strategies. With a focus on the specific needs of sports organizations, our platform enhances fan engagement and drives revenue growth.
Additionally, it allows traders to automate their trading actions within a single product, streamlining the process and providing better visibility of key quantitative variables to achieve the expected outcomes.
INTRODUCTION
Campaign Management is a product that handles statistical information related to sporting events and influential entities in trading markets, particularly in the context of sports betting. It automates tags and all necessary IDs through a distribution process for different DSPs.
Campaign management helps users become more productive and meticulous in their trading movements and strategies. With a focus on the specific needs of sports organizations, our platform enhances fan engagement and drives revenue growth.
Additionally, it allows traders to automate their trading actions within a single product, streamlining the process and providing better visibility of key quantitative variables to achieve the expected outcomes.
INTRODUCTION
Campaign Management is a product that handles statistical information related to sporting events and influential entities in trading markets, particularly in the context of sports betting. It automates tags and all necessary IDs through a distribution process for different DSPs.
Campaign management helps users become more productive and meticulous in their trading movements and strategies. With a focus on the specific needs of sports organizations, our platform enhances fan engagement and drives revenue growth.
Additionally, it allows traders to automate their trading actions within a single product, streamlining the process and providing better visibility of key quantitative variables to achieve the expected outcomes.
OVERVIEW
We wanted to provide users with a more personalized experience in managing and analyzing their data through our platform.
To achieve this, we developed a series of features that allow users to design marketing campaigns and measure their performance based on the audience characteristics and economic parameters they configured.
Additionally, users could track ongoing campaigns and make informed decisions to improve performance and revenue.
We focused on three key areas:
• Automating the campaign creation process.
• Modeling and testing new configurations for campaigns.
• Tracking and optimizing existing campaigns based on results.
THE CHALLENGE
To generate a true value proposition and provide an effective solution, we first needed to understand the different levels of configuration and customization that a DSP allows. This involved identifying which elements could be automated, to what extent, and how to implement automation effectively—all while focusing on a sports event-driven environment. This would enable a personalized user experience, allowing users to visualize and optimize the campaigns under their responsibility.
Key challenges included:
• Defining the information architecture of a DSP.
• Identifying which elements could be simplified and grouped.
• Understanding key user pain points when working with campaigns.
• Determining how to visualize data
• Set the right parameters for extracting relevant insights.
• Providing suggestions for budget allocation and financial movements.
THE CHALLENGE
To generate a true value proposition and provide an effective solution, we first needed to understand the different levels of configuration and customization that a DSP allows. This involved identifying which elements could be automated, to what extent, and how to implement automation effectively—all while focusing on a sports event-driven environment. This would enable a personalized user experience, allowing users to visualize and optimize the campaigns under their responsibility.
Key challenges included:
• Defining the information architecture of a DSP.
• Identifying which elements could be simplified and grouped.
• Understanding key user pain points when working with campaigns.
• Determining how to visualize data
• Set the right parameters for extracting relevant insights.
• Providing suggestions for budget allocation and financial movements.
THE CHALLENGE
To generate a true value proposition and provide an effective solution, we first needed to understand the different levels of configuration and customization that a DSP allows. This involved identifying which elements could be automated, to what extent, and how to implement automation effectively—all while focusing on a sports event-driven environment. This would enable a personalized user experience, allowing users to visualize and optimize the campaigns under their responsibility.
Key challenges included:
• Defining the information architecture of a DSP.
• Identifying which elements could be simplified and grouped.
• Understanding key user pain points when working with campaigns.
• Determining how to visualize data
• Set the right parameters for extracting relevant insights.
• Providing suggestions for budget allocation and financial movements.
UX ROLE
As with all my design processes, I started with research to understand the platforms, pain points, and use cases. The first step was to map out all necessary interactions, establish the hierarchy at different levels, and build an information architecture map for both campaign creation and maintenance within a DSP.
For these tasks, I started by exploring and mapping all the combinations allowed in the system in order to create a customizable trading campaign.
This way, I could better understand the relationship between elements and characteristics, allowing me to propose an improved information architecture to make campaign creation more efficient.
📌 If you want to check the (very big) complete workflow map do it here
Research and Implementation Approach:
• Defining the information architecture.
• Conducting interviews with internal and external users.
• Developing User Personas.
• Creating low- and high-fidelity wireframes.
• Improving platform usability.
• Proposing new charts and different data display formats.
• Designing user flows and new features.
RESULTS
With a clear scope and well-analyzed pain points, the following tools were developed and successfully integrated into Campaign Management:
• Pacing Tool – to automate the campaign creation process.
• User Response – to model and test new campaign configurations.
• Line Item Overindexing – to track and optimize existing campaigns based on time-framed results.
RESULTS
With a clear scope and well-analyzed pain points, the following tools were developed and successfully integrated into Campaign Management:
• Pacing Tool – to automate the campaign creation process.
• User Response – to model and test new campaign configurations.
• Line Item Overindexing – to track and optimize existing campaigns based on time-framed results.
RESULTS
With a clear scope and well-analyzed pain points, the following tools were developed and successfully integrated into Campaign Management:
• Pacing Tool – to automate the campaign creation process.
• User Response – to model and test new campaign configurations.
• Line Item Overindexing – to track and optimize existing campaigns based on time-framed results.
LEARNINGS
Campaign Management had more heart than support—even though the tools and features were successfully developed and implemented, midway through the process, the company decided to shift the business model in this area. As a result, Campaign Management was deprioritized in favor of new tasks and objectives.
From this experience, I learned that even if time invested initially feels lost, the knowledge gained is invaluable. It sharpens scoping abilities, helps define priorities, and enhances logical thinking—skills that I wouldn’t have developed otherwise. For that, I am both grateful and satisfied with the process.
LEARNINGS
Campaign Management had more heart than support—even though the tools and features were successfully developed and implemented, midway through the process, the company decided to shift the business model in this area. As a result, Campaign Management was deprioritized in favor of new tasks and objectives.
From this experience, I learned that even if time invested initially feels lost, the knowledge gained is invaluable. It sharpens scoping abilities, helps define priorities, and enhances logical thinking—skills that I wouldn’t have developed otherwise. For that, I am both grateful and satisfied with the process.
LEARNINGS
Campaign Management had more heart than support—even though the tools and features were successfully developed and implemented, midway through the process, the company decided to shift the business model in this area. As a result, Campaign Management was deprioritized in favor of new tasks and objectives.
From this experience, I learned that even if time invested initially feels lost, the knowledge gained is invaluable. It sharpens scoping abilities, helps define priorities, and enhances logical thinking—skills that I wouldn’t have developed otherwise. For that, I am both grateful and satisfied with the process.
