Case Study: Warner Bros. Discovery cuts cost of acquisition with Civis Analytics

Warner Bros. Discovery cuts cost of acquisition in half with Civis Analytics

Warner Bros. Discovery, a global leader in entertainment, faced the challenge of optimizing hundreds of millions of marketing dollars across its many media platforms to maximize viewership ROI. They partnered with Civis Analytics to create a data-driven solution that could provide scientific spend allocation recommendations across various media channels, augmenting the expertise of their internal media planners.

Civis Analytics designed and built a custom web application called Athena on the Civis Platform. This tool utilized machine learning to model media interactions and allowed planners to simulate dozens of allocation scenarios to maximize ROI. Since implementing Civis's solution, Warner Bros. Discovery has cut its cost of acquisition in half. The tool is now used regularly by more than 20 planners for over 100 campaigns each year.

Warner Bros. Discovery