I had the opportunity to use your tools during my experience at Wavemaker, particularly when I worked for the LVMH account.
My role was to compile all the competition data and compare it with that of LVMH. It was crucial that every detail was perfectly aligned, down to the last euro, to verify the concordance of the data with that of LVMH. Our competitors did not use Adwanted tools, but another data distributor Kantar. Thus, I had to ensure an accurate comparison of the same data with the same rates. Although the data was identical, sometimes rate problems arose with them, requiring my correction. My role involved regular benchmarking and competitive analysis, usually quarterly, but weekly during Covid.
My job was to calculate the differences between my tables and theirs, then to determine the origin of the discrepancies. Using your tools, I established links that I could then use automatically, which simplified the task after saving the tables.
It was a very precise process, although I had to learn how to use the tool, especially to manipulate rates. Converting gross rates to net was not at all intuitive for me, or for others who needed help. These rates had to be adjusted once a year and then saved.
AdMonitor is fast, convenient, and easy to build links. It provides constant visibility on our progress. For comparing investments over different periods, this is particularly efficient.
Before using AdMonitor , I delegated the construction of competitive analysis tables to work-study students. At the time, I didn't have time to take care of it because we didn't have AdMonitor, but another tool (whose name I forgot) which wasn't practical at all.
I also used Medialand , although this was quite rare. This was mainly to respond to client requests for specific media research, where I helped the consulting team obtain information on publications and audiences. However, this task was infrequent for me.
Whenever there was an issue or an unsaved campaign in your tools, it often came from an error at Kantar. In these cases, I called Lucie, who intervened immediately and resolved the situation. Working with your tool and with Lucie was an incredible experience.
Your support was responsive, and I know you helped me often. A significant anecdote: I once thought it would be a good idea to save all our research and tables because the LVMH account was very demanding. One day, I lost all the paintings I used for LVMH and I couldn't do anything
recover without your intervention. I felt responsible for the situation. Fortunately, Lucie managed to recover everything through your services. Since then, I have gotten into the habit of making a monthly backup. So I will recommend to suggest backups at regular intervals or automatic backup.
We convinced Google to subscribe to Kantar data and will reuse your tools. This will allow me to monitor annual developments in competition and compare them with our current investments. At the moment, for Google, I am working on investments, the financial part and the consolidation of the media plan.
To summarize, strengths and weaknesses of AdMonitor?
Its weak points lie in the manipulation of rates during changes, which was not at all intuitive. However, this only happened once a year. Its strengths lie in its ease of use and ease of sharing links with other people. Exports are simple, making it easy to create dashboards and graphs. It was a pleasant tool to use, even during confinement, when I had a painting to do every week. When the trainees encountered difficulties, I sent them my links, which allowed them to integrate it directly without requiring any adjustments in Excel. Compared to other tools, I found this one very user-friendly. I quickly learned to use it without training, which indicates that it was intuitive for me.
Every time I use the tool, it amuses me to be able to follow the evolution of audiences since 2017, for example.
Creating a customer account, with the specific selection of brands and products, was tedious due to the customer's requirements. We should have regularly backed up all this data.
There was no direct link with our teams, we had to go through Lucie who was our contact. I haven't heard of AdwOne.
I plan to come back to you as soon as we use your tools again. If competitive analysis work arises, I would be interested in carrying it out using your tools.
Three qualities that best describe your services: accuracy, intuitiveness (except rates), and speed (except updates). The responsiveness of your teams to resolve problems is also remarkable.
Sandrine Hoffart-Muller
EssenceMediaCom (GroupM)
