The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
A senior performance analyst at Sabio Mobile, Leanne Wong identifies trends and patterns to improve a campaign's performance. While non-advertising folks think that she is part of a cabal that delivers 'annoying ads' on the Internet, she is working hard with AI to ensure that ads are sent to the right person at the right time.
Why is your job important?
To have a successful campaign it does not only mean delivering the campaign in full, but to also have a well-rounded story to go behind it. It is important to show the client how their campaign performed, where it performed best, and what they can do to continue to increase their brand awareness.
Campaign performance shows the client their campaign effectiveness; was it attractive to their audience and were they able to capture new audiences.
At Sabio, we use our proprietary machine learning platform App Science to give marketers a competitive edge by identifying potential customers across their life stages and need states. Our performance rates are above industry average and help drive client’s business in a new direction.
What is the hardest and stressful part of your job?
To identify trends and patterns within our network that can improve campaign performance. A strategy can work on one campaign, but it does not mean it’ll work for a similar campaign.
What is the most rewarding part of your job?
The most rewarding part of my job is when you see your strategy work, and when a campaign’s message/ product reaches the masses.
First thing that comes to people’s minds when you tell them your job?
For people who do not work in media/advertising, they think we are simply delivering annoying ads on their mobile device. But what they do not realise is that we are using sophisticated predictive AI to ensure that ads are sent to the right person at the right time.
How would you correct/explain to them what you do then?
I let them know that ads are measured by their interactions, and how these measurements help the client understand what their audience is interested in.
Is there anything you want to change in your job?
My job is more focused on performance and results, but I love the strategy that goes into every campaign and I would like to have more time to work with our strategy team.
Which was the campaign that you worked on, that you are most proud of?
I worked on a campaign for a major US automotive brand that started with below benchmark viewability rates, but with aggressive optimisations and suggestions we were able to bring up viewability and surpass client’s expectations.
Who is someone you want to emulate in your industry?
Our senior vice president of strategy Simon Wong. He has mentored and trained me to analyse data in a multitude of ways. He is passionate, knowledgeable, and always willing to lend a helping hand to anyone in the company. His drive is truly admirable and inspiring.
If you weren’t a performance analyst, what would you be?
I think I would go into a career field of helping others. I have always enjoyed working with people and trying to make a difference or providing support when I can.