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Technology

Medusa

Medusa is our AI media planning platform. Upload a brief and it drafts the audiences, the channel split and the flighting; connect the ad platforms and it paces delivery against the plan every day. The planner stays on every decision: nothing is approved, moved or paused without a person saying so.

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The problem

Plans carved in stone.

Most media plans still live in a fourteen-tab spreadsheet. The personas take two days, the channel split another two, and one typo cascades through every channel. By the time the plan is approved it is already out of date, and pacing only gets looked at when the month is over.

One typo. Fourteen tabs. Every channel.

What it does

Every channel in its lane.

Eight things Medusa does between the brief and the end of the month, so the planner spends the time on the plan rather than the spreadsheet.

  • Paid social
  • Paid search
  • Programmatic
  • Video & CTV
  • Audio
  • Digital OOH

  • Brief analysis

    Reads the brief, deck or document and pulls out the objective, audience, market and KPIs.

  • Personas & audiences

    Drafts the personas and matches each one to the segments the platforms can actually target.

  • Budget allocation

    Recommends the channel mix for the goal, from past performance and benchmarks. Override it in two clicks.

  • Flighting & tactics

    Schedules each channel, sets the tactics and lays the whole plan out on one timeline.

  • Platform connections

    Meta, Google, TikTok and LinkedIn connect directly, so there are no exports and nothing to copy and paste.

  • Live pacing

    Spend, impressions and conversions against plan, by channel, day or tactic, refreshed daily.

  • Recom­mendations

    An attribution model ranks the next moves by impact, with the data behind each one.

  • Analytics

    Cross-channel reporting the planner can hand to the client as it is.

How it works

Five steps from brief to live.

The same sequence for a one-market burst or an always-on programme across six channels.

  1. 01

    Upload the brief

    A brief, a deck or a page of notes. Medusa reads it and sets out the objective, audience, market and KPIs.

  2. 02

    Generate personas

    It drafts the audiences from the strategy and maps each to the segments the platforms can target.

  3. 03

    Allocate the budget

    A recommended channel mix for the goal, from history and benchmarks, that the planner can change in two clicks.

  4. 04

    Pace in real time

    Once live, it pulls the platform data daily and shows actual against planned by channel, day or tactic.

  5. 05

    Optimise, with approval

    The model spots the patterns and suggests the budget moves; the planner approves each one, or lets it run.

Medusa and the consultancy

The planner stays in charge.

Medusa takes on the administration of planning so the thinking gets the time. We bring it into an engagement where a team’s planning is stuck in spreadsheets, run it for you as a managed service, or set your team up to run it themselves.

All services

  • In an engagement

    Part of a planning, pacing or operating model assignment, with the workflow and the reviews built around it.

  • As a managed service

    We run the planning and pacing for you, with your team on the decisions and the reporting.

  • Handed over

    Your team runs it, with the training, playbooks and support to keep it that way.

Start with a six-week diagnostic.

Most engagements begin with a short, candid conversation about where the team is today and what good looks like in twelve months.

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