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Smiling student using laptop and looking away while walking

<p>In today’s tough job market, especially during ongoing economic recessions, securing a marketing role in Sydney is no small achievement. This story is about an international student from India who recently completed his Master Degree in Marketing at a university in Sydney. His journey reflects the challenges of job search, the support of a recruitment agency, and how the right tool at the right time – Minute MMM by More Than Data – helped him ace his job interview and secure employment with a well-known streaming TV publisher.</p><p>This is not just a success story about one student. It’s also a case study on how technology, affordability, and accessibility can make a real difference for international students trying to find jobs, stay in Sydney, and build their future careers.</p><h2>The Background: An International Student’s Job Search in Sydney</h2><p>Like many international students, our protagonist came to Australia with big dreams. At 28 years old, he had already spent a few years working as a marketing specialist in India, organizing and coordinating events. After moving to Sydney, he enrolled in a Master Degree in Marketing program at a university in the heart of the city, often spending time around QVB Sydney, one of the city’s most iconic landmarks.</p><p>As graduation approached, a new reality set in: he needed to find a job if he wanted to stay in Sydney longer and eventually bring his family from overseas to join him. However, the economic recessions had made the job search much harder. Many companies were cutting budgets, laying off staff, and pausing recruitment. Competition was intense, especially for fresh graduates and international students.</p><p>Despite these challenges, he was determined. With living costs already exceeding AUD 2,000 per month (rent, food, transport, and daily expenses), he needed a solution that was both affordable and effective.</p><figure id="figure-6fxhzu30gomef7lptv"><img id="6fxhzu30gomef7lptv" src="https://media.gettyimages.com/id/2190169721/photo/bored-woman-leaning-on-shopping-cart-in-supermarket-holding-grocery-list.jpg?b=1&s=2048x2048&w=0&k=20&c=7ea6N1MAZNFPLdUnOC2rg-dG6uNXeaf4dzJ2oOT3-Qo=" alt="An international student browsing the supermarket for discounted items to save money" title="An international student browsing the supermarket for discounted items to save money" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="Sydney is crazy expensive—it’s not just food, but rent, housing, and even getting around that cost a fortune. And it’s not only international students feeling the squeeze—full-time workers are under pressure too." data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/><figcaption class="body-normal text-gray-500 mt-2">Sydney is crazy expensive—it’s not just food, but rent, housing, and even getting around that cost a fortune. And it’s not only international students feeling the squeeze—full-time workers are under pressure too.</figcaption></figure><h2>The Recruitment Agency and the Job Opportunity</h2><p>While exploring opportunities on platforms like Seek, he connected with a recruitment agency that specialized in helping graduates find roles in Sydney’s competitive market. Through this agency, he was introduced to an exciting opportunity, a well-known streaming TV publisher. The role was for an Ads Measurement Specialist – a position focused on analysing online TV ads performance using advanced methods like Marketing Mix Modelling.</p><p>The catch? As part of the recruitment process, he had to pass a technical test. The employer provided a set of sample data and asked him to build a model, analyse results, and prepare a presentation. For a student with limited hands-on experience in MMM and ads measurement, this was a daunting challenge.</p><figure id="figure-uin80a6eoqmef7t3e6"><img id="uin80a6eoqmef7t3e6" src="https://cdn.durable.co/blocks/241cCz6I7P3HvL1pmQf4RNhjoGpgFZMjh4QIDeMhF7RO4LD1y1JzWZnDFt7qiRES.png" alt="Most international students in Australia use SEEK jobs portal to find work opportunities" title="Most international students in Australia use SEEK jobs portal to find work opportunities" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="Most international students rely on SEEK, a local job search website, to look for opportunities. The majority of job ads on SEEK are managed by recruitment agencies. Once students submit their CVs, recruiters review them and reach out if there’s a match." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/241cCz6I7P3HvL1pmQf4RNhjoGpgFZMjh4QIDeMhF7RO4LD1y1JzWZnDFt7qiRES.png" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Most international students rely on SEEK, a local job search website, to look for opportunities. The majority of job ads on SEEK are managed by recruitment agencies. Once students submit their CVs, recruiters review them and reach out if there’s a match.</figcaption></figure><h2>The Discovery of Minute MMM</h2><p>During his preparation, he came across More Than Data’s self-service software, Minute MMM. At that time, the tool was still free for early adopters. The student decided to give it a try – and that decision changed everything.</p><p>Unlike open-source tools from Google Meridian and Meta Robyn, which required coding skills he didn’t have, Minute MMM was designed for marketers, not programmers. Its interface was intuitive, easy-to-use, and required no advanced technical setup. Commercial MMM software existed, but the cost was far beyond what a fresh graduate could afford.</p><p>With Minute MMM, he uploaded the sample data and quickly ran a model. Within minutes, he had clear results he could understand and interpret. The tool’s ease, precision, and flexibility gave him the confidence he needed. Instead of struggling for hours with code or complex systems, he saved valuable time to polish his presentation and prepare for the job interview Q&amp;A.</p><figure id="figure-f0thcs0imdmef80tnj"><img id="f0thcs0imdmef80tnj" src="https://cdn.durable.co/blocks/15O8yrqvHR0dJAESd8M3JaX9Ut2F8K88sUR1xLkyEaeGggNKbi5m3ipTvMGBTsia.png" alt="More Than Data self service marketing mix modelling and media mix modelling tool Minute MMM" title="More Than Data self service marketing mix modelling and media mix modelling tool Minute MMM" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="More Than Data launched Minute MMM in January 2025 as a free tool. Over the first six months, it attracted 117 users, including both individual marketers and businesses." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/15O8yrqvHR0dJAESd8M3JaX9Ut2F8K88sUR1xLkyEaeGggNKbi5m3ipTvMGBTsia.png" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data launched Minute MMM in January 2025 as a free tool. Over the first six months, it attracted 117 users, including both individual marketers and businesses.</figcaption></figure><h2>The Job Interview: Turning Data into Opportunity</h2><p>When the interview day came, he was ready. Thanks to Minute MMM, he not only presented accurate results but also had enough time to refine his story and anticipate questions. He impressed the interview panel with both his insights and his ability to make sense of the data in a business context.</p><p>The outcome? He was offered the job.</p><p>Starting from 1 September 2025, he will officially onboard as an Ads Measurement Specialist. It’s a role that not only secures his future in Sydney but also opens doors for his family to eventually join him.</p><h2>The Thank-You Email</h2><p>Overwhelmed with gratitude, the student wrote a heartfelt email to Chelsea, the founder of More Than Data, expressing his appreciation for Minute MMM. He shared how the tool helped him succeed in the interview, how valuable it was as a free resource, and how it gave him an edge in a competitive job market. He even mentioned that, as an international student managing high living costs, having access to a free professional tool made a real difference.</p><p>He also acknowledged that while Google and Meta offered open-source MMM packages, they were unusable for him as a non-coder. Other commercial SaaS tools were too expensive and inaccessible. Minute MMM stood out as the only tool that was affordable, accessible, easy-to-use, and zero-cost for students like him.</p><figure id="figure-8esuyo1zbmef8gsf9"><img id="8esuyo1zbmef8gsf9" src="https://cdn.durable.co/blocks/aIB9cugOgIA0b7HJvTJ76hEVLLuTI7NcJaa3QhX4sF3hRp7W4G0ztcbKw1ADiBOk.png" alt="International student thanking Minute MMM for helping land first job in Sydney" title="International student thanking Minute MMM for helping land first job in Sydney" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 50%;" data-corners="default" data-aspect="3:2" data-caption="We recently received a thank-you email from an international student who credited Minute MMM with supporting his first job success in Sydney." data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/aIB9cugOgIA0b7HJvTJ76hEVLLuTI7NcJaa3QhX4sF3hRp7W4G0ztcbKw1ADiBOk.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">We recently received a thank-you email from an international student who credited Minute MMM with supporting his first job success in Sydney.</figcaption></figure><h2>The Response from More Than Data</h2><p>Our founder responded warmly to the student’s email, congratulating him on his achievement and clarifying the next steps. As one of the first 100 early adopters, the student would retain lifetime free access to Minute MMM – a privilege not available to users who joined after July 2025, when the software moved to a paid model.</p><p>However, our founder also advised him to be cautious. Now that he would be working at this well-known streaming TV publisher, it was essential to respect company data privacy and organizational rules. Even though More Than Data has strict privacy protections and never stores uploaded data, our founder recommended that he speak with his manager before using the tool in his new role. This would ensure transparency, compliance, and alignment with the organization’s data policies.</p><p>This advice reflected More Than Data’s commitment not just to product usability, but also to professional ethics and responsible data usage.</p><figure id="figure-6naoozs319mef8talv"><img id="6naoozs319mef8talv" src="https://cdn.durable.co/blocks/cDxTByUiGPMVzkYMH9IQnkK2KnqDgj9satpXALbr2nYwHrlQAkWU0loOIKfPa6H8.png" alt="More Than Data congratulates student on new Ads Measurement Specialist role and advises caution using Minute MMM at a company" title="More Than Data congratulates student on new Ads Measurement Specialist role and advises caution using Minute MMM at a company" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="More Than Data responded to the student, congratulating him on landing his new role as an Ads Measurement Specialist and advising him to exercise caution when using Minute MMM within another organization." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/cDxTByUiGPMVzkYMH9IQnkK2KnqDgj9satpXALbr2nYwHrlQAkWU0loOIKfPa6H8.png" data-mce-style="aspect-ratio: 1/1; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data responded to the student, congratulating him on landing his new role as an Ads Measurement Specialist and advising him to exercise caution when using Minute MMM within another organization.</figcaption></figure><h2>Why This Story Matters</h2><p>This story highlights a unique and inspiring use case for Minute MMM:</p><ul><li><strong>Empowering International Students</strong> – At a time when many international graduates in Sydney struggle to find jobs due to economic recessions, Minute MMM provided an affordable and practical solution to help one student succeed in marketing related job seek.<br></li><li><strong>Accessibility vs. Complexity</strong> – Unlike Google and Meta’s open-source MMM tools that require coding, or expensive SaaS platforms that are out of reach, Minute MMM is designed for marketers and users with no coding background.<br></li><li><strong>Affordability </strong>– For a student whose living costs already exceeded AUD 2,000 per month, having a free tool was incredible experience and privilege.<br></li><li><strong>Career Advancement</strong> – Minute MMM wasn’t just software; it became a stepping stone that directly contributed to landing a job.<br></li><li><strong>Ethics and Privacy</strong> – The founder’s response shows that More Than Data values not only user success but also ethical, secure, and compliant data practices.<br></li></ul><h2>The Bigger Picture: From Student Success to B2B Opportunity</h2><p>This case also demonstrates the potential for B2B relationships. If the student’s manager approves the use of Minute MMM within this streaming TV publisher, it could open the door for More Than Data to collaborate directly with the company. This would transform an individual success story into an organizational partnership, benefiting not only the student but also his new employer.</p><p>Even if the organization decides not to use it immediately, More Than Data has gained a loyal user who will likely advocate for the product in the future.</p><figure id="figure-50bzfk2emsmef91rne"><img id="50bzfk2emsmef91rne" src="https://media.gettyimages.com/id/2166573931/photo/reflection-of-people-on-glass-window.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=h7yzUlQsG492iMHfqM3PnSLEf3R1ccVtxXGH0pAHaDQ=" alt="B2B partnerships often start with individual connections, where young professionals can grow to become future decision-makers" title="B2B partnerships often start with individual connections, where young professionals can grow to become future decision-makers" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: center center;" data-corners="default" data-aspect="3:2" data-caption="B2B partnerships and relationships often begin with individual connections. Even young professionals, early in their careers, can grow through commitment, skill development, and promotions to eventually become the decision-makers of the future." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2166573931/photo/reflection-of-people-on-glass-window.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=h7yzUlQsG492iMHfqM3PnSLEf3R1ccVtxXGH0pAHaDQ=" data-mce-style="aspect-ratio: 3/2; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">B2B partnerships and relationships often begin with individual connections. Even young professionals, early in their careers, can grow through commitment, skill development, and promotions to eventually become the decision-makers of the future.</figcaption></figure><h2>Conclusion: A Success Story in Sydney</h2><p>At a time when international students face enormous challenges in the Sydney job market, this story stands out. With determination, the support of a recruitment agency, and the right tool at the right time, a young graduate from India turned a difficult job search into a success story.</p><p>From preparing a technical test to acing a job interview, and from managing high living costs to overcoming the limitations of non-accessible tools, he proved that innovation and accessibility can make a real difference.</p><p>Minute MMM by More Than Data was the enabler in this journey: affordable, accessible, easy-to-use, flexible, and designed for marketers who want results without coding headaches or high costs.</p><p>This isn’t just software. It’s a career enabler. And in the heart of Sydney, in the shadow of QVB Sydney, it helped one international student build a bridge from graduation to employment, from uncertainty to opportunity.</p>

How an International Student in Sydney Landed His Full Time Job with Minute MMM

<h2>Understanding Television Audience Measurement</h2>
<p>Television audience measurement is a crucial component in the landscape of modern marketing. It provides valuable insights into viewer preferences, behaviors, and demographics. This data empowers marketers to make informed decisions about where and how to allocate advertising budgets effectively. By understanding who is watching what, businesses can tailor their advertising strategies to reach the right audience, maximizing their return on investment.</p>

<figure id="figure-2nqzqgjwjemeew18hc"><img id="2nqzqgjwjemeew18hc" src="https://media.gettyimages.com/id/1408727722/photo/friends-celebrating-team-scoring-a-goal-outdoors.jpg?b=1&s=2048x2048&w=0&k=20&c=SIHRY77oL-JkQdeYS_q5MhKRjctHnbePCk1uOWKWnq0=" alt="television audience" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>The Evolution of Audience Measurement Techniques</h3>
<p>The evolution of audience measurement techniques has come a long way from traditional methods such as diaries and live ratings. Today, advanced technologies like set-top boxes and smart TVs provide real-time data and deeper insights. These innovations allow marketers to track not just what viewers watch but also how they engage with content. This shift from analog to digital measurement has opened up new opportunities for personalized marketing strategies.</p>

<p>The integration of data analytics and audience measurement tools enables marketers to segment audiences with precision. By leveraging these tools, brands can identify specific viewer segments that align with their target demographics. This segmentation helps in crafting personalized messages that resonate with each audience group, enhancing the overall effectiveness of marketing campaigns.</p>

<h2>Impact on Advertising Strategies</h2>
<p>With accurate audience measurement, advertisers can fine-tune their strategies to ensure higher engagement. For instance, understanding peak viewing times and popular shows allows marketers to schedule ads for maximum impact. This strategic placement not only boosts brand visibility but also increases the likelihood of viewer interaction and conversion.</p>

<figure id="figure-gczdb7ky5uhmeew18hc"><img id="gczdb7ky5uhmeew18hc" src="https://media.gettyimages.com/id/2164074321/photo/letters-flying-from-megaphone.jpg?b=1&s=2048x2048&w=0&k=20&c=LMEkEbO3m3HFc8zICEZQDNzBUU5kz75SOsWwGlq5ihY=" alt="advertising strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h3>Challenges in Audience Measurement</h3>
<p>Despite its benefits, television audience measurement faces certain challenges. The fragmentation of media consumption, with audiences spread across multiple platforms, poses a significant hurdle. Additionally, privacy concerns related to data collection require marketers to navigate regulations carefully while ensuring transparency and trust with consumers.</p>

<p>To overcome these challenges, a hybrid approach combining traditional and digital measurement methods is often employed. This approach provides a comprehensive view of audience behavior across platforms, helping marketers develop multi-channel strategies that are both effective and compliant with privacy standards.</p>

<h2>The Future of Audience Measurement</h2>
<p>As technology continues to evolve, the future of television audience measurement looks promising. Innovations such as artificial intelligence and machine learning are set to enhance the accuracy and depth of audience insights. These technologies have the potential to predict viewer behavior and preferences, enabling even more targeted and personalized marketing efforts.</p>

<figure id="figure-al7rdrrtsmeew18hc"><img id="al7rdrrtsmeew18hc" src="https://media.gettyimages.com/id/1402667894/photo/energy-lecture-screen.jpg?b=1&s=2048x2048&w=0&k=20&c=3J-bau-WbO9EYG497Fn87hT2B0zQs_LAcpJ328ioR90=" alt="future technology" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>In conclusion, television audience measurement plays a pivotal role in modern marketing by providing essential insights that drive strategic decision-making. As the industry continues to adapt to technological advancements and changing consumer behaviors, staying ahead in audience measurement will be key for marketers seeking to optimize their advertising strategies and achieve long-term success.</p>

The Role of Television Audience Measurement in Modern Marketing

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE

<h2>Enter the Solver Samurai</h2><p>Imagine the open-plan office of a global media agency next to Sydney Harbour Bridge. The coffee machine is working overtime. PowerPoints are flying left and right.</p><p>And there he is — my ex-boss. A man who had conquered the worlds of media effectiveness and efficiency measurement for Australia and New Zealand.</p><p>Forget Python.</p><p> </p><p>Forget Google Meridian and Google Lightweight.</p><p>Forget Meta Robyn.</p><p>Forget cloud-based AI dashboards with amazing charts.</p><p><strong>His secret weapon?</strong></p><p><strong>👉 Excel</strong></p><p><strong>And his sidekick?</strong></p><p><strong>👉 Solver</strong></p><figure id="figure-ty2uappp6kmedrnaj1"><img id="ty2uappp6kmedrnaj1" src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" alt="Excel Solver is the weapon for my ex-boss to build marketing mix model" title="Excel Solver is the weapon for my ex-boss to build marketing mix model" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/26dS21qyazmh8HKPprFOcEkyXIi79gQLn3XcgIxzHLhBlj5QeGPMp8WPJjucg5T9.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">As my ex-boss’s secret weapon, Excel Solver guided us through the chaos of MMM and straight into spreadsheet paradise.</figcaption></figure><p>If this were a Marvel movie, his superhero name would be <strong>The Solver Samurai</strong> armed only with pivot tables and a dangerous amount of Ctrl+C, Ctrl+V, and Ctrl+Z reflexes.</p><h2>The Holy Grail — Happy Coefficients</h2><p>In Marketing Mix Modelling, coefficients are life. They’re the numbers that tell you:</p><ul><li>Do TV Ads actually drive sales or just make the CMO feel important?<br></li><li>Are Google Ads worth the budget, or just an expensive way to buy clicks from your own brand name?<br></li><li>Do marketing 4ps lift revenue, or just teach customers to never buy full price again?<br></li></ul><p>But coefficients are tricky little beasts. </p><p><strong>Too high?</strong></p><p><strong>This is too good to be true. </strong></p><p><strong>Too low? </strong></p><p><strong>Are you saying media doesn’t work?</strong></p><p>In other words:</p><ul><li>If coefficients look bad → the CMO volunteers you for a surprise budget review<br></li><li>If coefficients look fake → the media agency makes you the star of PowerPoint purgatory<br></li><li>If both look unhappy → your job is in danger, and no free coffee and muffins in the kitchen can save you<br></li></ul><p>So my ex-boss created the <strong>Happy Coefficient Rule</strong>:</p><p><strong>👉 Align share of spend (budget percentage) with share of impact (results percentage).</strong></p><p><strong>Balance achieved = happy coefficients</strong></p><p><strong>Happy coefficients = happy stakeholders</strong></p><p><strong>Happy stakeholders = all jobs remain safely at their desks</strong></p><figure id="figure-l6kqimm7xmedrskj7"><img id="l6kqimm7xmedrskj7" src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" alt="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" title="Angry and irritated CMO when knowing the marketing mix modelling result doesn't align to his expectation" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2150966252/photo/angry-and-irritated-young-businessman-sitting-in-the-office-at-the-desk-and-talking-on-the.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=qwDGWEQOewIbYjVJ_EBg5FNLApXnpBKpeWjO5QXGT-Y=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">A very displeased CMO, realizing the marketing mix model isn’t quite the glorious validation of their marketing genius they hoped for.</figcaption></figure><h2><strong>Excel Math Solver, the Drunk Intern</strong></h2><p>Let’s talk about Excel solver.</p><p>Solver is that intern you don’t fully trust but can’t live without. Sometimes brilliant, sometimes chaotic:</p><ul><li>It finds the right coefficient like a genius → ✨<br></li><li>Or it gives you negative TV impacts → 🤡<br></li><li>Or it crashes Excel with “Not Converged” → 💀<br></li></ul><p>Running Excel solver is like texting your ex: you’re never quite sure what you’ll get back.</p><p>So what did my ex-boss do?</p><p>He ran Solver again. And again. And again.</p><p>TV ads? Solver until happy.<br></p><p>Google ads? Solver until happy.<br></p><p>Other media? Solver until happy.</p><p>Solver was basically a casino slot machine — keep pulling the lever until the numbers look good.&nbsp;</p><figure id="figure-5z3j4hx2jcmedrxrh2"><img id="5z3j4hx2jcmedrxrh2" src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" alt="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." title="In marketing mix modelling, coefficients are our oxygen tanks. Without them, we can’t survive." class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2201804149/photo/algebra-mathematic-formula-written-on-chalkboard.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=oXaCqc2AG0mVxLLv0sJ0lwI0l_l_oWLhnvKmG1p_MAw=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Are these coefficients smiling? If yes, welcome to paradise. If not… brace yourself for Excel spreadsheet inferno.</figcaption></figure><h2>The 108-Model Nightmare</h2><p>Then came the FMCG monster project.</p><ul><li>6 states in AU market<br></li><li>6 retail networks<br></li><li>3 product categories</li></ul><p>That’s 108 models. Yes, one hundred and eight.</p><p>The boss divided the team into three squads. Each got 36 models. The instructions were crystal clear:</p><ul><li>Open Excel<br></li><li>Build regression using Ordinary Least Squares (OLS)</li><li>OLS sets up the regression, but let’s be honest — it’s just doing the background work. The real fun starts when we fire up solver and make the coefficients behave<br></li><li>Set “happy” share-of-spend vs. share-of-impact targets<br></li><li>Run solver until nausea<br></li><li>Repeat until fingers lose sensation</li></ul><p>Two weeks of this. No daylight. No joy. Just Excel solver.</p><p>At one point, the mere word “Excel” during lunch triggered gag reflexes. Imagine someone trying to enjoy a sandwich and another analyst whispers “solver…” → instant vomit.</p><p>It was like an Excel cult initiation. By week two, half the team considered switching careers to goat farming.</p><figure id="figure-29fb5i9tmkmeds3xbq"><img id="29fb5i9tmkmeds3xbq" src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" alt="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" title="One more week of Excel Solver in marketing mix modelling and the team will be questioning all life choices" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp." data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2104206080/photo/asian-young-male-businessman-feeling-unwell-at-workplace-sitting-at-desk-in-office-covering.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=yQolVpFDApGhawD4TQrMhcrrERK5bTh3IgnFb0MWI5c=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Keep Excel Solver running for another week, and the office will officially be renamed to Spreadsheet Survival Camp.</figcaption></figure><h2>The Happy Ending</h2><p>But against all odds, the team survived. Solver eventually spat out 108 sets of coefficients that passed <strong>the Happyness Test</strong>.</p><p>On presentation day:</p><ul><li>The PPT was slick<br></li><li>The dashboards sparkled<br></li><li>The coefficients looked magical<br></li></ul><p>The results?</p><ul><li><strong>The media agency: “Yes! Media works, look at those beautiful impacts!”</strong><br></li><li><strong>The CMO: “See? My budget decisions are pure genius.”</strong><br></li><li><strong>The CFO: “Fine, I’ll stop asking about cutting TV spend.”</strong><br></li><li><strong>My ex-boss: “Solver, you magnificent drunk intern, you did it again.”</strong><br></li></ul><p>Everyone smiled. Everyone clapped. Everyone kept their jobs.</p><p>Even Excel felt proud, humming quietly in the background: “Not Responding… just kidding, I’m fine.”</p><figure id="figure-v8vyn24ebmedsaio8"><img id="v8vyn24ebmedsaio8" src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" alt="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" title="The colleagues exchange a high-five after happy coefficients of marketing mix modelling achieved" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Hooray! Mission accomplished — the team is officially all smiles. " data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2155494059/photo/the-colleagues-exchange-a-high-five.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=uJSo7cR--T1UfTfABXQNi5Y8XwAG1Z3JRJ3fxPx1K6k=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Hooray! Mission accomplished — the team is officially all smiles.</figcaption></figure><h2>Meme-worthy Truth Bombs</h2><p>To make sure we all remember this legend:</p><ul><li>Excel Solver is like Thanos: “I am inevitable.”<br></li><li>Every analyst knows the true horror movie jump scare isn’t Jason… it’s #VALUE! at 2am.<br></li><li>Linear regression: the most straightforward tool that somehow causes the most existential crises.<br></li><li>A “happy coefficient” is like a corporate unicorn: half math, half politics, 100% survival.<br></li><li>MMM in Excel? More like “Marketers Must Meditate” before running solver again.&nbsp;<br>&nbsp;<h2>Lessons Behind the Laughter</h2></li></ul><p>Okay, let’s get serious (just for a sec).</p><p>Linear Regression (OLS) is a natural and powerful way to model marketing and media effects — but on its own, it’s like showing up to a party in slippers. Sure, you’re there, but nobody’s impressed.</p><p>Enter Excel solver, the over-caffeinated sidekick who actually gets things done. It wrestles the coefficients into place, tames the rogue numbers, and basically turns your “meh” OLS into a superhero-level marketing insight.</p><p>Coefficients aren’t just boring numbers — they’re like tiny little diplomats. They negotiate trust between client and agency, justify budgets, and keep partnerships from spontaneously combusting. Ignore them at your peril.</p><p>Marketing Mix Modelling is political — a model isn’t just about math, it’s about believability. You can have perfect accuracy, but if your CMO raises an eyebrow, you might as well be predicting unicorn sightings.</p><p>At the end of the day, stakeholder happiness and client relationships matter just as much as mathematical perfection. After all, a perfect model that nobody trusts is like a perfectly baked cake that no one’s allowed to eat — tragic, useless, and kind of sad.</p><figure id="figure-tg4jae0lgomedsdvfx"><img id="tg4jae0lgomedsdvfx" src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" alt="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" title="Ready for round two of Excel solver madness, or shall we let More Than Data and Minute MMM handle it?" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/2157568713/photo/shot-of-an-excel-sheet-on-computer-screen-showing-bank-loan-amortization-table-banking.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=rdgTfuGBauUV9G3H4IqSuKWwHqfKRgGmtokzzYP0Vr4=" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">Want to brave it again, or are you ready to hand it over to More Than Data and Minute MMM?</figcaption></figure><h2>Final Curtain Call</h2><p>So next time you curse at Excel freezing, remember my ex-boss — the Solver Samurai.</p><p>The man who built 108 models, ran solver like a mad scientist, balanced coefficients like a diplomat, and somehow kept everyone smiling.</p><p>Marketing mix modelling is part science, part politics, and part circus act. But when done right, it’s not just numbers — it’s job security, client love, and agency survival.</p><p><strong>All thanks to one tool: Excel solver, the drunk intern who saves the day.</strong></p>

How My Ex-Boss Built Happy Coefficients with Excel Solver and Saved The Day

<h2>Introduction to Minute MMM and Their Collaboration</h2>
<p>In today's fast-paced digital world, businesses are constantly seeking methods to enhance their marketing efficiency. One Sydney-based brand found success by partnering with Minute MMM, a leading marketing consultancy renowned for its innovative strategies. This case study explores how Minute MMM transformed the brand's approach, boosting its marketing efficiency significantly.</p>

<p>Minute MMM specializes in creating tailored marketing solutions that cater to the unique needs of each client. The Sydney brand, seeking to revitalize its marketing efforts, turned to Minute MMM to overcome specific challenges and achieve measurable results. The collaboration proved to be a game-changer.</p>

<figure id="figure-szuap5jerrmealpqi9"><img id="szuap5jerrmealpqi9" src="https://media.gettyimages.com/id/1348123506/photo/shot-of-a-young-businesswoman-using-a-whiteboard-while-brainstorming-with-her-colleagues-in.jpg?b=1&s=2048x2048&w=0&k=20&c=IKbhiUSIGFaOAk8SBEVADv84iVKuum6X-T86LTeHjKQ=" alt="marketing meeting" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Understanding the Challenges</h2>
<p>Before joining forces with Minute MMM, the Sydney brand faced several obstacles that impeded its marketing efficiency. The primary challenges included:</p>

<ul>
    <li>Disjointed marketing strategies leading to inconsistent messaging.</li>
    <li>Inefficient allocation of marketing resources.</li>
    <li>Difficulty in measuring the impact of marketing campaigns.</li>
</ul>

<p>Recognizing these hurdles, Minute MMM conducted a thorough analysis of the brand's existing marketing operations to identify areas for improvement.</p>

<h2>Crafting a Tailored Strategy</h2>
<p>Minute MMM's approach began with developing a comprehensive strategy that aligned with the brand's goals. This involved:</p>

<ol>
    <li><b>Streamlining Marketing Processes:</b> By integrating various marketing channels, Minute MMM ensured a cohesive brand message across platforms.</li>
    <li><b>Data-Driven Decision Making:</b> Implementing advanced analytics tools allowed for better tracking and assessment of campaign performance.</li>
    <li><b>Resource Optimization:</b> By reallocating resources effectively, the brand could focus on high-impact initiatives that drove results.</li>
</ol>

<figure id="figure-23r45u7lbdmealpqi9"><img id="23r45u7lbdmealpqi9" src="https://media.gettyimages.com/id/1280582431/photo/3d-abstract-wavy-spiral-background-neon-lighting.jpg?b=1&s=2048x2048&w=0&k=20&c=9oifVZDJCzF74sCQ7kveOrRabtKihL7zbhiIaI6sBis=" alt="digital strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Implementing Innovative Solutions</h2>
<p>With a solid strategy in place, Minute MMM introduced several innovative solutions to enhance the brand's marketing efficiency. These included:</p>

<ul>
    <li><b>Automation Tools:</b> Automating routine marketing tasks reduced manual effort and increased overall productivity.</li>
    <li><b>Personalized Campaigns:</b> Leveraging customer data allowed for more targeted and personalized marketing efforts.</li>
    <li><b>Continuous Monitoring:</b> Regular performance reviews ensured that strategies remained agile and responsive to market changes.</li>
</ul>

<p>These solutions not only addressed the initial challenges but also positioned the brand for sustained growth.</p>

<figure id="figure-pxj7z8r7nmealpqi9"><img id="pxj7z8r7nmealpqi9" src="https://media.gettyimages.com/id/1351050970/photo/shot-of-a-young-businesswoman-high-fiving-her-work-colleagues.jpg?b=1&s=2048x2048&w=0&k=20&c=jhHDmtIOyS-oHuo8wQuhua5x7zUz_wQRTkgyXW77LMM=" alt="teamwork success" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Achieving Remarkable Results</h2>
<p>The collaboration with Minute MMM yielded impressive results for the Sydney brand. Marketing efficiency improved dramatically, leading to:</p>

<ul>
    <li>A 30% increase in campaign ROI within six months.</li>
    <li>Enhanced brand visibility and customer engagement.</li>
    <li>A more streamlined and effective marketing department.</li>
</ul>

<p>The strategic partnership demonstrated the power of leveraging expert insights and cutting-edge tools to overcome marketing challenges.</p>

<h2>Conclusion: A Successful Partnership</h2>
<p>The case study of Minute MMM and the Sydney brand serves as an inspiring example of how businesses can achieve remarkable improvements in marketing efficiency. By addressing specific challenges and implementing tailored solutions, brands can transform their marketing operations and drive sustainable growth.</p>

<p>This successful collaboration underscores the importance of working with experienced partners like Minute MMM to navigate the complexities of modern marketing. As demonstrated, with the right strategy and execution, significant advancements are not only possible but attainable.</p>

Case Study: How Minute MMM Boosted a Sydney Brand's Marketing Efficiency

<h2>Introduction</h2><p>In today's competitive business landscape, startups often face the daunting challenge of making the most out of limited resources. For one Sydney-based startup, optimizing their marketing budget was crucial for growth and sustainability. Discover how they achieved remarkable results with the help of Minute MMM, a revolutionary marketing mix modeling tool designed to maximize marketing efficiency.</p><figure id="figure-k29f24pkjome6be6ey"><img id="k29f24pkjome6be6ey" src="https://media.gettyimages.com/id/2191092737/photo/marketing-team-analyzing-diagrams-and-graphs-during-a-meeting.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=n4apz1e3CoZMK46ep-i-IZh-iydTf6X65zjrxuF8onE=" alt="marketing strategy" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2191092737/photo/marketing-team-analyzing-diagrams-and-graphs-during-a-meeting.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=n4apz1e3CoZMK46ep-i-IZh-iydTf6X65zjrxuF8onE=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>The Challenge</h2><p>Like many startups, this Sydney company had a tight marketing budget and needed to ensure every dollar spent was delivering maximum impact. Traditional methods of marketing analysis, which often involve complex spreadsheets and time-consuming processes, were not feasible for their lean team. They needed a solution that was both efficient and effective.</p><p>Without a clear understanding of which channels were driving the best results, the startup risked wasting resources on underperforming strategies. This is where Minute MMM came into play, offering a streamlined approach to marketing mix modeling.</p><h2>About Minute MMM</h2><p>Minute MMM is an innovative tool that provides businesses with actionable insights into their marketing efforts, helping them allocate their budget more effectively. By leveraging advanced data analytics, it delivers quick and precise analysis of various marketing channels, enabling companies to make informed decisions.</p><figure id="figure-zsn08zjixgme6be6ey"><img id="zsn08zjixgme6be6ey" src="https://cdn.durable.co/blocks/10FpEPRCFSHjENY9IdcKo3w8VziJ1Wyg3aiQb2HI3hVclBfWCxalxTLtt2y3ppGG.png" alt="More Than Data Minute MMM self-service marketing and media measurement system" title="More Than Data Minute MMM self-service marketing and media measurement system" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="" data-positionX="null" data-positionY="null" data-fullWidth="false"/></figure><h2>Implementation Process</h2><p>The startup began by integrating Minute MMM into their existing marketing framework. The tool quickly analyzed historical data across multiple channels, including digital advertising, social media, and email campaigns. This comprehensive analysis revealed patterns and trends that were previously unnoticed.</p><p>With these insights, the company could identify which channels were delivering the highest return on investment (ROI) and which needed adjustment. This enabled them to reallocate resources to maximize their budget efficiency.</p><h2>Results and Benefits</h2><p>After implementing the insights provided by Minute MMM, the startup experienced significant improvements in their marketing performance. Some of the key benefits included:</p><ul><li><strong>Increased ROI:</strong> By focusing on high-performing channels, the company saw a substantial increase in their overall ROI.</li><li><strong>Improved Efficiency:</strong> The startup was able to streamline their marketing operations, reducing waste and enhancing productivity.</li><li><strong>Data-Driven Decisions:</strong> With accurate data at their fingertips, they could make informed decisions quickly and confidently.</li></ul><figure id="figure-iq3qrn2gnime6be6ey"><img id="iq3qrn2gnime6be6ey" src="https://media.gettyimages.com/id/2193248014/photo/happy-businessman-talking-to-his-colleagues-in-hallway-of-a-convention-center.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=vnLXbIa2hstZkIaRyva_Poy1aUZK325Gzh4xBeu5mNo=" alt="team meeting" class="object-cover bg-gray-100" style="aspect-ratio: 16/9;" data-mce-src="https://media.gettyimages.com/id/2193248014/photo/happy-businessman-talking-to-his-colleagues-in-hallway-of-a-convention-center.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=vnLXbIa2hstZkIaRyva_Poy1aUZK325Gzh4xBeu5mNo=" data-mce-style="aspect-ratio: 16/9;"></figure><h2>Conclusion</h2><p>The case of this Sydney startup demonstrates the power of leveraging technology like Minute MMM to optimize marketing budgets effectively. By providing clear insights into their marketing mix, Minute MMM enabled the startup to allocate resources more strategically and achieve better outcomes. For other businesses facing similar challenges, adopting such tools could be a game-changer in navigating the complexities of modern marketing.</p><p>As startups continue to evolve in an ever-changing market, tools like Minute MMM provide a competitive edge by ensuring that every marketing dollar is spent wisely.</p>

Case Study: How a Sydney Startup Optimized Their Marketing Budget with Minute MMM

Happy black woman, leadership or business in meeting for teamwork, diversity or research with smile. Manager, employee leader or girl worker portrait with success, motivation or planning mission goal

<h2>The Unanswered Question That Haunted Media Agencies</h2><p>Every media agency has its inside jokes — and then there are the inside frustrations.</p><p>One of ours was an evergreen question, whispered in the corridors, grumbled over coffee machines, and sometimes asked outright in meetings:</p><p><strong>"Why can’t we just get the Excel directly from Channel 9?"</strong></p><p>Back to the year 2019, the answer was simple: you can’t.</p><p>No matter how many times our TV planners asked, begged, or even cried (yes, cried), the network’s only post-campaign delivery format was PDF.</p><figure id="figure-itc5iinwiome51f4ep"><img id="itc5iinwiome51f4ep" src="https://cdn.durable.co/blocks/2dT2qSlzbGlcfH2W5h2gAHP3bJaOlFB27VmgZQ2hi67yv1wPiykP7CuCnRZyMlJU.png" alt="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" title="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined undefined;" data-corners="default" data-aspect="3:2" data-caption="The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2dT2qSlzbGlcfH2W5h2gAHP3bJaOlFB27VmgZQ2hi67yv1wPiykP7CuCnRZyMlJU.png" data-mce-style="aspect-ratio: 3/2; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">The Channel 9 Galaxy PDF was only 15 pages long, yet it created a heavy workload for our young TV planner and buyer</figcaption></figure><p>And so, with every new campaign, we braced ourselves for the same time-consuming dance between Channel 9’s output and our desperate need for structured data.</p><h2>2019: Enter the Galaxy Platform, But Not the Galaxy Solution</h2><p>That year, Channel 9 launched its Galaxy TV programmatic buying platform.</p><p>From a distance, it was sleek, impressive, and digital-first. But for those of us actually running campaigns, it still had an old-world bottleneck:</p><ul><li>We didn’t interact with Galaxy directly.<br></li><li>Instead, we talked to a salesperson at Channel 9.</li></ul><p>This salesperson was the human bridge.</p><p>They collected our budget, audience targets, and market needs.</p><p>They input that into Galaxy, booked the spots, and sent us the official results……in PDF.</p><p>The tech was futuristic. The output? Stuck in the last decade.</p><h2>The Young TV Buyers and the PDF Mountains</h2><p>We had a team of bright young TV buyers — sharp, ambitious, and fast learners.</p><p>But their weekly ritual was brutal:</p><ul><li>Receive a PDF report listing every TV spot — station, day, time, program, campaign, product, duration, type, break position, charge, expected audience reach, actual audience reach.<br></li><li>Open it in Adobe Acrobat Pro.<br></li><li>Export to Excel.<br></li><li>Discover the columns were misaligned, numbers misplaced, or worse — entire data points missing.<br></li><li>Spend hours cleaning and re-aligning the data.</li></ul><p>The example in this story had 15 pages — a relatively small job.</p><p>The typical size? 30–40 pages.</p><p><strong>The biggest monster? 137 pages of dense, unforgiving numbers.</strong></p><h2>2019 Wasn’t the Age of Magic AI</h2><p>Remember — this was 2019.</p><p>ChatGPT didn’t exist. AI wasn’t a one-click solution for your workflow problems.</p><p>The tools we had were clunky:</p><ul><li>Adobe Acrobat Pro exports produced messy, broken spreadsheets.<br></li><li>Online PDF-to-CSV converters made things even worse.<br></li><li>Everything had to be fixed by hand.</li></ul><p>And with weekly client meetings on the calendar, “fixing” often meant working late nights to get the numbers ready.</p><h2>Why the Television Audience Measurement Mattered So Much</h2><p>These PDFs weren’t just another spreadsheet — they were proof.</p><p>The data told advertisers:</p><ul><li>How much they spent<br></li><li>How many people they reached<br></li><li>Whether TV was driving results</li></ul><p><strong>Without clean, structured data, we couldn’t run post-campaign analysis. And without that analysis, we couldn’t prove the power of TV.</strong></p><p>The account manager knew this too well. Every Wednesday, he faced the client’s marketing manager and the same grilling:</p><ul><li><em>“How do TV spots boost our website visits?”</em><br></li><li><em>“Why did 15 seconds in Metro Sydney perform better than in Metro Melbourne?”</em><br></li><li><em>“What’s the real business impact beyond audience reach?”</em><br></li></ul><p>Without answers, he felt exposed. We even wrote about him once — how he’d lose sleep on Tuesday nights, knowing the interrogation that awaited.</p><p>This article shares how More Than Data empowered an account manager to face each Wednesday’s client meeting with confidence instead of dread. <a data-mce-href="https://morethandata.biz/blog/how-mmm-saved-an-account-manager-from-client-tough-questions-and-won-a-contract-renewal" href="https://morethandata.biz/blog/how-mmm-saved-an-account-manager-from-client-tough-questions-and-won-a-contract-renewal" target="_blank" data-mce-selected="inline-boundary">Click here and learn more</a>.&nbsp;</p><h2>The Breakthrough: More Than Data’s Automation Tool</h2><p>Everything changed when More Than Data built a Channel 9 PDF-to-CSV conversion tool.</p><figure id="figure-hm7k5z8ltome51zf91"><img id="hm7k5z8ltome51zf91" src="https://cdn.durable.co/blocks/fTJfkOi3FMjhb9zuPyPJCdYnL30ERUptxEjUpQsGqI37NkRLTVRaPq2IRfKGuIMl.png" alt="More Than Data Channel 9 Television Audience Measurement PDF to CSV Conversion Tool" title="More Than Data Channel 9 Television Audience Measurement PDF to CSV Conversion Tool" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 50%;" data-corners="default" data-aspect="3:2" data-caption="It may not win design awards, but this UI delivers exactly what’s needed" data-positionx="0%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/fTJfkOi3FMjhb9zuPyPJCdYnL30ERUptxEjUpQsGqI37NkRLTVRaPq2IRfKGuIMl.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 50%;"><figcaption class="body-normal text-gray-500 mt-2">It may not win design awards, but this UI delivers exactly what’s needed</figcaption></figure><p>This wasn’t just a quick fix — it was a data engineering solution.<br>It used:</p><ul><li>OCR (Optical Character Recognition) to read numbers from the PDF.<br></li><li><a data-mce-href="https://ocropus.github.io/" href="https://ocropus.github.io/" target="_blank" rel="noopener"><strong>Ocropus</strong></a>, an open-source OCR engine fine-tuned for Australian TV schedule layouts.<br></li><li>A custom ETL pipeline (Extract, Transform, Load) to ensure every data point — from “Dur” (duration) to “Actual 000s” (actual audience reached) — landed in the correct column.<br></li><li>Data flow design that validated, standardised, and output clean CSV files within minutes.</li></ul><h2>From 6 Hours to 2 Minutes</h2><p><strong>Before:</strong></p><ul><li><strong>2–3 buyers splitting the workload</strong><br></li><li><strong>6 hours per week spent just cleaning data</strong></li></ul><p><strong>After:</strong></p><ul><li><strong>Single run of the More Than Data tool</strong><br></li><li><strong>2 minutes from PDF to analysis-ready CSV</strong><br></li><li><strong>No stress. No anger. No late nights.</strong></li></ul><figure id="figure-msibgggname52vqgo"><img id="msibgggname52vqgo" src="https://cdn.durable.co/blocks/22jan1vHhlvZ0x5WPj7ssvNqTuHeTE4qQeJmNX7kR2rDyAcHaFvWHTni7ASzIDYg.png" alt="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" title="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 50%;" data-corners="default" data-aspect="3:2" data-caption="More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV" data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/22jan1vHhlvZ0x5WPj7ssvNqTuHeTE4qQeJmNX7kR2rDyAcHaFvWHTni7ASzIDYg.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">More Than Data converted the 15-page PDF into a well-structured, sanitized, and error-free CSV</figcaption></figure><h2>Beyond Cleaning: TV Attribution Arrives</h2><p>More Than Data didn’t stop at data processing. They built a TV attribution framework linking:</p><ul><li>TV investment<br></li><li>Program type<br></li><li>Spot duration<br></li><li>Break position<br></li><li>Television audience measurement data…</li></ul><p>to business KPIs like website visits.&nbsp;</p><p>This meant we could answer, with evidence:</p><ul><li>Which programs drove more website traffic<br></li><li>Whether 15-second spots were cost-effective in specific markets<br></li><li>The ROI of different break positions<br></li></ul><p>The account manager’s Wednesdays transformed. He arrived with charts, insights, and confidence — ready to win, not just survive.</p><h2>The Technical Magic Behind the Curtain</h2><h3>OCR and Ocropus</h3><p>Most OCR tools stumble over complex tables. Ocropus, when trained on our data, could recognise tricky fonts, merged cells, and unusual layouts — exactly what Channel 9’s PDFs threw at us.</p><h3>ETL Workflow</h3><ul><li>Extract: Read PDF files directly from the source.<br></li><li>Transform: Map data points to the schema, clean formats, and check for errors.<br></li><li>Load: Output into analytics dashboards or CSV files.</li></ul><h3>Data Flow Design</h3><p>Every step was automated — no manual “check and fix” loops. If a value was missing or abnormal, the system flagged it instantly.</p><h3>The Results in Numbers</h3><ul><li><strong>Time saved</strong>: ~300 hours per year for this single agency<br></li><li><strong>Error rate</strong>: Dropped from high double-digits to &lt;0.5%<br></li><li><strong>Turnaround</strong>: From 5–6 days to same-day reporting<br></li><li><strong>Attribution</strong>: Fast-ever ability to link TV spend to site traffic<br></li></ul><h2>Why This Was Revolutionary in 2019</h2><p>In 2019, automation wasn’t a default expectation in media agencies. More Than Data delivered a solution that:</p><ul><li>Removed repetitive manual work<br></li><li>Enabled deeper analysis<br></li><li>Delivered ROI-proof faster than competitors<br></li></ul><p>All five years before “AI-driven workflows” became a marketing cliché.</p><h2>Looking Ahead</h2><p>Today, More Than Data’s automated data processing isn’t limited to Channel 9. It works across metro and regional markets:</p><h3>TV</h3><ul><li>Seven Network (Channel 7)<br></li><li>Network 10<br></li><li>SBS<br></li><li>ABC<br></li><li>WIN Television<br></li><li>Southern Cross Austereo (SCA TV)&nbsp;<br></li><li>Prime7<br></li><li>Imparja Television&nbsp;<br></li><li>NBN Television</li></ul><h3>OOH</h3><ul><li>oOh!media&nbsp;<br></li><li>JCDecaux&nbsp;<br></li></ul><h3>Radio</h3><ul><li>ARN: KIIS, Pure Gold, CADA<br></li><li>Southern Cross Austereo (SCA): Triple M, Hit Network<br></li><li>Nova Entertainment: Nova, Smooth FM<br></li><li>Nine Radio: 2GB, 3AW, 4BC, 6PR<br></li><li>Southern Cross Austereo (SCA): Regional Triple M, Hit stations<br></li><li>Capital Radio Network – Regional NSW, ACT<br></li><li>Resonate Broadcasting – Queensland, WA, NT<br></li></ul><p>For agencies, that means one unified workflow for all TV, OOH and Radio buying data — no matter the source.</p><h2>Conclusion: From Tears to Triumph</h2><p>What started as a desperate plea for Excel evolved into a complete automation and attribution framework.</p><p>The tool didn’t just save time — it changed how agencies proved the value of TV.</p><p>And it all began with a single question:</p><p><strong>“Why can’t we just get the Excel from Channel 9?”</strong></p><p>Thanks to More Than Data, now we can — and so much more.</p><h2>Post-credit Scene: More Than Data vs. Adobe — PDF-to-CSV Conversion</h2><p>We used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do.</p><figure id="figure-ol6jqtm8scme5380ws" class=""><img id="ol6jqtm8scme5380ws" src="https://cdn.durable.co/blocks/38WZDub8qCtXsPFJ5PClTejbzlfL6n4LozepxgzOqwfNm7UoaJdPqwPp4jZvnglD.png" alt="Used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do" title="Used Adobe Acrobat Pro to convert PDF to CSV, but it looks like there’s still a ton of manual fixing to do" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 50% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="50%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/38WZDub8qCtXsPFJ5PClTejbzlfL6n4LozepxgzOqwfNm7UoaJdPqwPp4jZvnglD.png" data-mce-style="aspect-ratio: 3/2; object-position: 50% 0%;"></figure><h2>Post-credit Scene: More Than Data vs. ChatGPT — PDF-to-CSV Conversion</h2><p>We went back and forth guiding ChatGPT, which helped improve its results. But keep in mind, this is the year 2025 — back in 2019, ChatGPT didn’t even exist. Even today, ChatGPT and More Than Data are on par, yet in reality, More Than Data has been highly automated and intelligent since as early as 2019.</p><figure id="figure-mkfezl8405me53b7sk"><img id="mkfezl8405me53b7sk" src="https://cdn.durable.co/blocks/1cTErrdb0LqyucDAbuJLZIF49cCbstEiGFcZ6PFjycqptmdPcJInqdgf0QfBDl8s.png" alt="ChatGPT PDF to CSV conversion failed" title="ChatGPT PDF to CSV conversion failed" class="object-cover bg-gray-100" style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1cTErrdb0LqyucDAbuJLZIF49cCbstEiGFcZ6PFjycqptmdPcJInqdgf0QfBDl8s.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><figure id="figure-mw2udgwm67me53c45o"><img id="mw2udgwm67me53c45o" src="https://cdn.durable.co/blocks/6W4GxjGQ0PcK78iSnrpHCcA0KGnopkdYDtgSQxjsZD7pWL1kaPoT3JdT859fXA2A.png" alt="ChatGPT PDF to CSV conversion is not satisfactory yet even after rounds of prompting and guiding" title="ChatGPT PDF to CSV conversion is not satisfactory yet even after rounds of prompting and guiding" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 0% 0%;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/6W4GxjGQ0PcK78iSnrpHCcA0KGnopkdYDtgSQxjsZD7pWL1kaPoT3JdT859fXA2A.png" data-mce-style="aspect-ratio: 16/9; object-position: 0% 0%;"></figure><figure id="figure-l8qmt91epbme53il21"><img id="l8qmt91epbme53il21" src="https://cdn.durable.co/blocks/188urwFdIN0RAKgvfoVYZSc8w56xy7ARqWG0CBnrfZ5sJYgj3WpL5SFEBeQuqxR1.png" alt="ChatGPT PDF to CSV conversion results with columns and values mispositioned" title="ChatGPT PDF to CSV conversion results with columns and values mispositioned" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/188urwFdIN0RAKgvfoVYZSc8w56xy7ARqWG0CBnrfZ5sJYgj3WpL5SFEBeQuqxR1.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><p>Let's take a close look at the area marked by the red rectangle — the columns and values are still misaligned compared to the original PDF, even after multiple rounds of prompting. This test was done using a desensitized PDF, with the client, agency, campaign name, and Channel 9 contact person’s name all removed.</p><h2>Post-credit Scene: More Than Data vs. Online Free Tool — PDF-to-CSV Conversion</h2><p>We searched on Google and selected a highly ranked free online tool for PDF to CSV conversion. The results were poor—not only is there still significant manual work needed, but there’s also a potential risk of exposing the client’s confidential information to an external third party. For this test, we used a desensitized PDF with all client and agency private details removed.</p><figure id="figure-f8oejzchime53rgpz"><img id="f8oejzchime53rgpz" src="https://cdn.durable.co/blocks/2SqA2znT2tLd42rqeSNz9CxhhMTYGHrsFbGHAj5t6mePbLFPQkaNTaNcfGBfjhsy.png" alt="Online free PDF to CSV conversion tool failed " title="Online free PDF to CSV conversion tool failed " class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2SqA2znT2tLd42rqeSNz9CxhhMTYGHrsFbGHAj5t6mePbLFPQkaNTaNcfGBfjhsy.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure><figure id="figure-urkmvy8alume53si3f"><img id="urkmvy8alume53si3f" src="https://cdn.durable.co/blocks/36BWZpdIMUfr8NdnJUxvmOqGn7CoQABruUHtytZfYmUMuaeYAf1E0G4GB6HOqieY.png" alt="Online free PDF to CSV conversion tool results are messy and heavily mispositioned" title="Online free PDF to CSV conversion tool results are messy and heavily mispositioned" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: 0% 0%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="0%" data-positiony="0%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/36BWZpdIMUfr8NdnJUxvmOqGn7CoQABruUHtytZfYmUMuaeYAf1E0G4GB6HOqieY.png" data-mce-style="aspect-ratio: 3/2; object-position: 0% 0%;"></figure>

From Tears to Triumph: How More Than Data Automated Channel 9 TV Audience Measurement Before AI Was Cool

More Than Data

An Australia Sydney-based pioneer in marketing analytics, offering a free, fast, and user-friendly marketing mix modelling platform. We help marketers build actionable marketing mix models in under 10 minutes for instant insights. Our software Minute MMM is free, DIY, and simple—no costly consultants, complex tools, or data expertise needed. Optimize marketing investments with ease!

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