( Projects ) Discovery Communications / Discovery Direct
Paid-programming analytics
Discovery Communications Inc., McGowan Communications LLC dba Discovery Direct
The idiosyncratic sales, procedures, and reporting needs of long-form direct-response advertising, commonly known as paid programming, have traditionally kept this format operationally distinct from national broadcast advertising media. In recent years, the marked growth of the paid-programming sector heightened the need at Discovery Communications (DCI) for standardized financial reporting to describe and optimize long-form sales.
Working with senior management as well as the sales force, we designed models, databases, and sales tools to manage budgets, projections, strategic pricing, inventory control, deal history, and yield for over $75 million fixed inventory of paid programming for The Discovery Channel, TLC, The Travel Channel, and FitTV.
The data and analytics were later integrated into Discovery’s then-pilot proprietary comprehensive business intelligence application.
Strategic sales services tools & reports
- Revenue, budgets, and projections
- Monthly rate cards
- Deal history and yield
- Network and sector historical data
- Integration with Lotus Notes and Microsoft Outlook Exchange Server collaborative environments