Case Study: True Media turns marketing analytics into a profit center with Alight Analytics' ChannelMix

How True Media Turned Analytics Into a Profit Center

True Media, a Columbia, MO–based media strategy and communications firm, needed its new Research, Analytics, Data & Results (RADaR) department to quickly prove ROI and turn marketing analytics into a profit center. To aggregate first‑party and offline/online media data and speed analysis, True Media deployed ChannelMix from Alight Analytics to centralize data for actionable insight.

Using ChannelMix by Alight Analytics to automate data collection and preparation and feed visualization tools, RADaR built or redesigned more than 50 dashboards in 12 months, demonstrated how media mix (e.g., adding cable TV) improved digital performance, and linked advertising to client sales. The analytics unit became profitable within 18 months and is expected to grow into one of True Media’s largest teams as clients pay for the dashboards and insights enabled by Alight Analytics.

True Media

D.W. Cole

Director — Research, Analytics, Data & Results