Media is a great microcosm for understanding the big data universe. Social media and the rest of the digital world provide an awesome amount of information and that information evolves considerably over time, in terms of granularity and utility for business performance.
Owning the data entails specifically gathering, compiling, selecting, and understanding the data to which companies have access so that you can tap into effective learning that will lead to improved efficiency in media and business. You need dedicated instruments like software and data warehouses to get to that point. Although there are some off-the-shelf solutions and some companies would rather build a solution that meets their needs precisely, which makes sense for large corporations, this still requires hiring either an internal or external development team.
To the uninitiated, coding may seem opaque and read like hieroglyphs, and briefing a new agency to create a customized solution for your business can be daunting if you don’t have access to internal expertise. This should not be seen as a barrier to moving forward but rather as an opportunity to initiate a larger transition towards a better understanding of “coding.” Here are a few basics that will help you navigate what is at stake when it comes to creating a quality solution.
Because code quality is a concept, it doesn’t have an exact definition. Code is used to program all kinds of modern solutions from sim cards to hospital administration solutions, which means it addresses a highly versatile set of requirements. This type of development therefore calls for standards.
We can use five points to summarize code quality:
Now, why are those five pillars key to your code?
"Some programming languages are more suitable for a specific task than others. Using the right language helps but often it is more efficient and better for the quality to select one that the team is more comfortable with over one the team needs to learn."
Director Software Engineering
There several factors that make the media and marketing industry special, the most relevant one for data management being COMPLEXITY. The industry lacks standardization when it comes to processes, data formats and dataflows. Each partner brings its own structure and naming conventions, which can hinder integrations. At the same time, media is an industry that never sleeps. It’s a global industry that runs campaigns 24/7 on multiple platforms, generating terabits of data daily, not all of which is useful. Data set needs to be compiled from various sources both online and off. These sources are extracted, compiled and organized so that marketers can visualize and compare the data. The relevant dataflows require provisioning, segregation, harmonization and calculation.
The nature of these flows also depends on the specified requirements, as different data will need to be extracted depending on whether the focus is on strategy, marketing, finance, invoicing, performance optimization. or auditing, etc... Bringing in a team with media expertise guarantees efficient orchestration of data deciphering. A data integration team that knows how to prioritize data by relevance will speed up your process immensely. That’s what our team does: the media agency world is our cradle.
Each development team, depending on project size and complexity, uses one or more of the following techniques to ensure qualitative development.
Yes, peer reviews are standard. All software businesses with ambition and quality at heart use peer reviews before deploying updates, upgrades and features. I won’t take the time to list best practices as thousands of experts have already done. What matters is that peer reviews have become an integral part of our development team strategy, at the core of our way of working as a business. And we feel it makes sense to clarify our why.
MMT benefits from a long-term perspective and growth plan. That lets us perfect the sense of quality that we want to see in the apps that we use daily.
Data management calls for the right tools for it be useful, especially in advertising where data is plentiful but often too complex to understand and leverage. Building software to manage this data makes sense but requires selecting the right partners to address your needs qualitatively by bringing in sector expertise and a long-term strategy that will make your solution future-proof. Software needs to be more easily maintainable and extendable, survive updates and be flexible when it comes to upgrades. That’s why MMT focuses on the advertising industry where we have the proven expertise and experience that it takes to deliver the right solutions.
Big thanks to Ole Reifschneider for taking the time to explain and share his passion with me.