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    Team Spotlight: Business Intelligence

    July 27, 2022
    Posted by Kalia Buckley

    At PHM, we re-imagine media for health and wellness everyday—but how does that play out in the day to day lives of our employees?

    To answer this question, PHM presents the Team Spotlight, highlighting a different team each month and detailing not only the work they do, but how they make PHM a great place to work.

    This month: Business Intelligence, through the lens of Kalia Buckley, Associate Director, Business Intelligence

    Prior to college, I participated in a summer business camp at the University of Illinois Urbana-Champaign which provided my first introduction to marketing. I immediately know that I wanted to major in marketing in college.  However, it was not until I began my college courses and gained exposure through various internships that I realized marketing analytics was an area I wanted to explore. While the creative side can be exciting, the analytical side attracted me.  I loved the ability to look at various datasets, spot trends within the data and craft a story.

    Business Intelligence at PHM does just that.

    Prior to joining PHM in 2019, I worked in a similar role for a consumer-packaged goods client. Working in healthcare was going to be different, but I was open to a new challenge, especially given PHM’s unique approach to campaign measurement. While we report on classic campaign metrics, such as reach and engagement, PHM provides clients with a special study that allows us to analyze full campaign performance and impact. Through our Patient Outcomes Media Optimization study, we are able to provide insight into how our digital media campaigns are directly impacting patients and driving business for our clients.

    The Business Intelligence team works with various teams at the agency, such as Strategy, Media and Programmatic, and uses the brand’s business strategy to set various Key Performance Indicators (KPIs) at the start of each campaign. This helps us analyze campaign performance. As part of the BI team, I am responsible for reporting to our client on how well their campaign dollars are being managed, which partners are driving efficient performance and any optimizations the team is actively making to ensure their campaign is as successful as possible. Our reporting provides the client with insights to make various business decisions that directly impact their brands.

    Having worked in media for almost four years—one of my favorite things is seeing the work of the client in real life, whether it be an ad on TV, Instagram or elsewhere. It is always exciting and fulfilling to know I was a part of the team that helped bring the media to market. The teams I work with at PHM are amazing and seeing the end result is a physical representation of our hard work. And in the end, it is my responsibility to report on the impact of that work, which is very rewarding!

    Connect with Kalia on LinkedIn.

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