Key Takeaways
A Unified Audience Database: To consolidate all audience data,
Gardner started with the Omeda platform and layered in its tech stack (using SQL and C#) to create a custom data warehouse. This solved the "painfully manual" process of connecting disparate data sources and ensures all information is in one place.
Customer-Facing Analytics Dashboard: Clients and internal sales teams have direct access to a dynamic dashboard that provides real-time reporting.
Key features include a Company Activity Report, a customizable "show the boss" Impact Report, and a Competitor Report for anonymized benchmarking.
AI-Powered Sales Assistance: Sales assistance that allows sales representatives to conduct deep research on companies directly within the system.
Custom, Granular Reporting: GROW Performance provides clients with specific demographics, plant sizes, job functions, and company lists for the audience that has interacted with their specific content or ads.
A Strategic Shift to Combat Market Changes: By focusing on its first-party "known audience," Gardner is building a more resilient and monetizable foundation based on direct
relationships.
Commitment to Internal Adoption and Trust: A significant challenge was ensuring the internal sales team adopted the new tool and felt comfortable with its level of transparency. Success was achieved by demonstrating its value in saving time and enabling more consultative client conversations. Maintaining data integrity across multiple sources remains a constant focus to preserve
client trust.
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