Case Study: Discovery, Inc. cuts acquisition costs with Civis Analytics

Optimizing Media Strategy for Discovery, Inc.

Discovery, Inc., a global media company with 19 U.S. channels, needed a smarter way to allocate hundreds of millions of dollars across television, digital, social, search, radio, print, and out-of-home media. Working with Civis Analytics, Discovery sought a data-driven approach to help its 20 media planners make better optimization and budgeting decisions across multiple brands and campaigns.

Civis Analytics built a custom web application called Athena, powered by the Civis Platform, to model media allocation scenarios and recommend spend mixes that would maximize ROI. The tool gave Discovery immediate optimization guidance, enabled collaboration, and improved scenario planning; since adopting Athena, Discovery has cut its cost of acquisition in half, with more than 20 planners and analysts using it multiple times a week for 100+ campaigns each year.

Discovery, Inc.

Seth Goren

Senior Vice President of Media Strategy & Analytics