Creative Performance Data Strategy

for a US Pharmaceutical Client

How we built a creative performance dataset from fragmented partner data — after three previous taxonomy attempts had failed.

The Challenge

The US affiliate of a Global Pharmaceutical Company had no shortage of third-party advertising data from ad servers, DSPs, and publishers. The problem was how it was structured. Creative-level data wasn't being ingested, there was no consistent taxonomy to label content, and results from each partner came back fragmented and impossible to compare. The team had already attempted to build a creative taxonomy three times, each attempt collapsing under its own complexity. Leadership could see where ads were served, but had no visibility into which messages were actually working, or with whom.

What We Built

We took a lean, incremental approach rather than building another heavyweight framework. First, we defined a content taxonomy so every creative variation could be tied back to its journey and campaign. Second, we established a tagging workflow to enrich all interactions with taxonomy metadata. Third, we restructured and ingested creative-level performance data directly from the ad server, enabling automated reporting on a standardised omnichannel dataset. The client moved from passively relying on partner data to actively owning a dataset built for insight.

The Results

  • Creative-level performance visibility established for the first time across all channels
  • Standardised omnichannel dataset replacing fragmented partner reports
  • Automated reporting reducing cost and time from data to decisions
  • Content taxonomy successfully delivered after three previous failed attempts
  • Foundation in place for ongoing optimisation at scale