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Now that summer has come to an end, it's time to revisit our goals for 2019. To help you attack the rest of the year, and set your media sales organization up for success in 2020, we are pleased to announce the release of our new white paper, “Spinning Data Into Gold: How Data Science Improves Earnings per Share for Media Sellers.”

In response to the relentless pressure to increase revenue and earnings—and to create value for corporate stakeholders—we believe that leveraging data is an excellent addition to any arsenal of best practices to address this perennial challenge. In the white paper, we provide a step-by-step plan for CFOs, other executives and their teams to use data science to improve operational and financial performance.

“Data is the new oil” may be a well-worn cliché, but it is a fair analogy. Oil takes many years to form and lies hidden beneath the surface. It is hard to find and costly to extract. Its use only comes into view when it is processed and refined…at which point it can power entire cities! Like oil, your data has been created over many years, and much of it lies buried in your file cabinets, databases, spreadsheets—or in the brains of your employees. It is almost worthless in its raw form, but when managed with finesse, data can be turned into information that begets knowledge, wisdom, action and positive business outcomes. In other words: Data can be spun into gold.

Across several years and multiple clients, we’ve measured that by using data science effectively, media sales organizations can realize average revenue increases of nearly 10%. Due to the structure of costs in a media sales company, the majority of such incremental revenue is retained as operating profit, boosting your bottom line.

We look forward to helping you spin data into gold at your own company, and we welcome your comments and feedback.