CLIR Logs + CLIR Flight Boosts This Agency’s Efficient Growth

With close to three additional hours in weekly time savings per user, Lead Surge can ramp up business, not work hours.

“With PM360, we’re able to simplify operations and stay focused on what matters for our growth.”

- Kirsty Middlemiss, Media Operations Director at Lead Surge.

Fast, precise TV ad performance data is mission-critical for Lead Surge, a direct response agency that specializes in home improvement brands. Lead Surge relies on this timely data to optimize media plans for best performance, address missed airings, and report back to the client.

Corralling all that data is far from easy. Gathering station files and reports, correcting them, and inputting them in-system can take extensive time and resources to manage, even with in-house automation to pick up part of the work. To take full control of the data, Lead Surge uses the CLIR suite of applications from PM360. CLIR creates a bridge between buyer and seller management systems, letting Lead Surge and its seller partners exchange reports and files directly—eliminating the need for manual data handling and fixing errors on the spot.

As a foundation to that exchange, Lead Surge uses PM360 CLIR Logs to simply and accurately process airing logs, no busywork needed. Importantly, CLIR Logs automatically delivers the seller log data in the formats that Lead Surge uses internally, even if the seller’s terms are different. Transposing the data to internal formats saves Lead Surge teams from the painstaking task of matching their and their sellers’ ISCII codes, programming titles, and more—line by line across hundreds to thousands of reports weekly.

With the clean CLIR Log data in-system, Lead Surge further uses PM360 CLIR Flight to immediately flag discrepancies between agency buys and the stations’ airing logs—and to handle those discrepancies mid-flight, avoiding credit memos after the fact.

All that data automation has been a boon to Lead Surge’s efficiency. Kirsty Middlemiss, Media Operations Director at Lead Surge, estimates that the CLIR Logs + Flight combination gives each member of her data analysis team  close to an average of three additional hours of productivity each week. Those “found” hours have really paid off, including by helping Lead Surge take on more business seamlessly.

“We’ve grown a lot organically over the last few years, and PM360 has proven crucial to supporting that growth on a lean team,” Middlemiss explains. “By using PM360 CLIR Logs and CLIR Flight, we can take on more valuable work without adding excessive work-hours. PM360 understands our data and workflow needs thoroughly, and that understanding translates into products that truly bolster our business. With PM360, we’re able to simplify operations and stay focused on what matters for our growth.”