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Case Study / Black's

Rethinking media allocation to invest in the right place at the right time

Impact

In a context where a significant portion of revenue depends on media investments, Black’s needed to ensure every dollar was generating maximum value.

We combined internal performance data with external market data to uncover hidden opportunities in budget allocation. By developing a custom analytical model, we enabled clear visibility into where to invest more, where to scale back and when to act.

This approach transformed media decision making, shifting from intuition to data driven strategy.

Result a 27% optimization in budget allocation, the identification of five new market opportunities and the discovery of two key investment periods previously untapped. Proof that better data insights can directly improve media performance.

Client Objectives

Your profitability Your growth

Services and Technologies

Marketing Intelligence Data Strategy Data and Technology Marketing Performance Measurement Media Consulting Media and Adtech Insight and Media Strategy

Industry

Retail

The Mandate

Support Black’s in optimizing its digital advertising investments by identifying growth opportunities and improving media budget allocation. By combining the client’s internal business data with external market insights, adviso aimed to determine whether media investments were optimally distributed, identify underutilized markets and time periods, and recommend a concrete activation plan to maximize campaign performance and profitability.

“
The adviso team was able to combine our internal business data with external market data. This allowed us to uncover new opportunities that would have been difficult to identify otherwise.
”
Philippe Labadie, Marketing Director
27%

optimization of ad budget allocations

The Challenges

Dependence on Media Investments

A significant portion of online sales was driven by advertising channels, making media investment optimization essential to support business performance. 

Identifying Hidden Opportunities

Despite well-known industry seasonality, certain opportunities for reallocating media budgets remained difficult to detect using traditional tools and analysis methods. 

 

Untapped Market Potential

Beyond investment timing, Black’s wanted to determine whether certain geographic markets across Canada presented underinvested growth opportunities. 

The best media opportunities do not always come from increasing budgets, but often from allocating investments more strategically across markets, time periods, and actual demand.

The Strategy

Business Discovery Workshops

adviso organized strategic workshops to identify key performance metrics, media campaigns, competitors, and relevant keywords in order to better understand business challenges and growth opportunities.

Data Collection and Modeling

The team implemented a data collection and modeling strategy combining internal business data, external market data, and API integrations to support opportunity analysis. 

Advanced Opportunity Analysis

adviso developed the DOI (Delta Opportunity Index) analytical model to explore data, identify new investment opportunities, and recommend an optimal redistribution of advertising budgets. 

Collaboration Between Analytics and Media Experts

Working sessions bringing together analytics and media teams helped interpret DOI model findings and translate insights into actionable business opportunities. 

Recommendations and Activation Plan

Media strategists developed business recommendations and a detailed activation plan to capitalize on the newly identified investment opportunities.

5

new market opportunities discovered

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