Managing Molio’s Viral Data

Molio, a Salt Lake City based content creator, media campaign manager, and analytics firm, has revolutionized the digital frontier with their beautiful and often edgy productions. Molio’s ingenious approach identifies receptive tar­get demographics and then matches content with those groups. They do this by placing test ads created for clients on YouTube, Molio is able to use the embed­ded sensors of YouTube to understand which ads work. Predicated on analytics, the content is tweaked until an ad receives the right reception from the right target population.

Once Molio has tested and proven on YouTube what works and with whom they begin to broadcast the ad on other platforms, such as other websites and TV.
This Agile method of content development, which Molio has deemed “Re­verse Marketing”, all but eliminates the risk of purchasing ad space for a com­mercial by assuring that before an ad is widely released the correct message is delivered, reducing the risk of an ad that may be received negatively and conse­quently damaging, rather than bolstering, a product’s or organization’s image.

The results speak for themselves, since the inception of Molio, they have managed several very successful campaigns and have received accolades and awards from all over the ad industry.

Two of their most successful initiatives were Orabrush and Poo-Pourri, which were propelled from nearly unknown companies to multimillion dollar, household names, as a result of the campaigns developed by Molio.

Those successes caught the eye of more established brands, including Iams pet food and Wilson’s golf division, who subsequently commissioned Molio to employ its style of “Reverse Marketing” for their own campaigns.

After an ad has been refined and proven itself on YouTube and is distributed to more websites and TV, managing and analyzing the data becomes significantly more challenging, as most of these platforms do not offer the same in-depth an­alytics provided by YouTube and many have disparate data formats.With Molio’s growing list of clients a solution was necessary to better manage and analyze the flood of data.

In the course of exploring options to improve their ability to capture and analyze more heterogeneous sources in real-time, it was suggested by Molio’s account manager from Tableau, that they should contact Ordo for possible solu­tions.
In early June of 2016, Scott Adams, an Ordo project manager and a team with years of experience in developing data analytics solutions met with Molio’s operations team to discuss how they might improve their data feeds.

In this conversation, Molio explained how they needed the ability to capture large amounts of data from YouTube, FaceBook and AdWords, in near real-time­to be able to analyze different ad’s effectiveness.

To maintain Molio’s competitive edge, it was critical to evaluate the perfor­mance across each of these platforms. While YouTube provides strong analytic and data feeds, AdWords and especially Facebook lag behind in this area. Among the biggest problems was the inability to perform large Facebook data calls.

Following this initial meeting, Scott met with the Ordo team of architects and developers. The team performed some preliminary tests on Molio’s feeds from these platforms and determined that a data warehouse would be the best solution, giving Molio access to a place where all the data could be dumped and stored.

The design plan took about a week. The solution consisted of a data ware­house and custom apps to access and merge the data.
The custom apps were necessary for several reasons:

  1. Facebook imposes strict time limitations on calls to API (less than a second)
  2. Facebook restricts the number of calls for data to five accounts
  3. Facebook limits size of data pull, but does not publish the cap, making it a matter of testing to determine limit
  4. Facebook only allows 1 breakdown (dimension) to be pulled at a time except for Age&Gender and Device&Placement
  5. Tableau does not work well with multiple fact tables

Scott and his team concluded that it would be necessary to build three independent apps for Facebook, to overcome the five ad account limit for data calls. After proving this process to Facebook, the initial status designation of the app was upgraded from “Developer” to “Basic”. The “Basic” app status al­lows for up to 25 accounts to be accessed, as a result only one app was neces­sary.

To overcome Tableau’s limitations on handling the presentation of multi­ple data tables, Ordo merged the Facebook and AdWords feed within the data warehouse.
Process flow of the solution architecture is below.

A week after the initial meeting with Molio, Ordo presented the pro­posed solution. Molio signed off on it, and development began immediately.
Development took just over a month.

The applications and data warehouse were delivered to Molio in late July, a mere seven weeks from initial meeting. The solution provided Molio the ability to present real-time data from all of their campaigns in Tableau.

Ordo continues to work with Molio in a supporting capacity, as their needs evolve.