Smart Media Group Chooses Tableau to Analyze Ad Spending

Software Helped to Analyze $1 Billion in Political Ad Spend in 2012 Election

Publication date: Tue, 22/01/2013 - 14:15

Smart Media Group, an independent media planning, buying and communication agency, has selected Tableau Software to track and analyze advertising spending. During the 2012 election, Smart Media analyzed $1 Billion in ad spend.

Tableau allows Smart Media to look at the big picture and also drill down to see data such as which issue groups are contributing to the biggest piece of the pie.

“We found Tableau, and from the moment we were on their website and downloaded the trial version, we thought, okay, we might not be computer people but we think we can handle this,” said Sarah Stone, Research Analyst at Smart Media Group.

Prior to using Tableau, Smart Media used spreadsheets saved on their network but struggled to see exactly what was going on with the data. Now data goes into a database and is refreshed automatically in Tableau and shared across the organization with Tableau Server.

“Tableau Server has been really great for us because our clients know they can log on, check out what’s happening and interact with the dashboards to get what they want out of it,” said Stone.

“Ad spending in the 2012 election was unlike any time before,” said Elissa Fink, Chief Marketing Officer at Tableau Software. “With Tableau, Smart Media was able to harness the data coming in on a daily basis so their clients could quickly adjust their spending and make smarter business decisions.”

About Smart Media Group
Smart Media Group (SMG) is an independent media planning, buying and communication agency. In 2012, SMG, was active in more than 150 media markets and ads they placed were seen by more than 80% of American households including the top 30 media markets. SMG tracked and analyzed 400 + advertisers totaling more than $1.7 billion dollars in ad spending for clients like the Republican National Committee and NBC News.

About Tableau
Tableau Software helps people see and understand data. According to IDC in its 2012 report, Tableau is the world’s fastest-growing business intelligence company, Tableau helps anyone quickly analyze, visualize and share information. More than 10,000 organizations get rapid results with Tableau in the office and on-the-go. And tens of thousands of people use Tableau Public to share data in their blogs and websites. See how Tableau can help you by downloading the free trial at

Tableau and Tableau Software are trademarks of Tableau Software, Inc. All other company and product names may be trademarks of the respective companies with which they are associated.