Sparks Media Studios Builds Media Analytics Dashboard for Agency Partner

Tags: Press Release, Client Work, Media Analytics, Agency, Custom Software, Reporting

For Immediate Release

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Oklahoma-based development studio built custom analytics dashboard; agency has fully migrated and no longer uses Looker Studio

Oklahoma City, Oklahoma — Sparks Media Studios, LLC designed and built a custom media analytics dashboard for a long-standing agency partner. The dashboard centralizes post-buy analysis and reporting; the agency has fully migrated to it and no longer uses Looker Studio for that workflow.

The agency uses ComScore and Freewheel (aka Strata, SBMS, VIEW, sTraffic, Eleven) for media buying. Reporting and post-buy analysis were previously built manually in Looker Studio. The new dashboard ingests data exported from the agency’s existing sources and provides a single, consistent view for internal teams and clients—reducing manual work, improving consistency, and making it easier to spot trends and opportunities. Many agencies skip posting and reconciliation because they consider it a waste of time; the dashboard makes under-delivery tracking and reconciliation practical so teams can actually do it.

Notable design and build strengths include: the dashboard runs entirely in the browser with no dedicated analytics server—keeping it fast and secure while infrastructure costs remain low and predictable. Beyond that, custom Python scripts not only clean and normalize export data, but equivalize unit lengths to base unit and factor in dates against the broadcast calendar and various fiscal year start dates. Scripts also build smaller per-client databases so the dashboard runs on consistent, reliable inputs. Reach and frequency use industry-standard statistical models—the Sainsbury formula for probabilistic reach and the Poisson distribution for frequency thresholds (e.g. 3+, 4+, 5+)—so numbers are defensible and comparable. On the Delivery Tracking page, under-delivery is reconciled at the quarter level: running totals by station and unit length, quarter-as-base logic so over-delivery on one estimate can offset under-delivery on another in the same quarter, and a clear reset when a new under-delivery quarter begins after a reconciled period. Delivery by estimate, running totals by quarter, and one-click drill-down to spot-level detail let analysts answer "why is this station under-delivering?" live in a client call.

Carla Sparks, owner and lead developer at Sparks Media Studios, designed and built the analytics dashboard. Sparks Media Studios is a boutique development studio that builds custom software for small and midsize businesses and agency partners. The studio focuses on lightweight tools that solve real workflow pain points and scale with the business.

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About Sparks Media Studios, LLC

Sparks Media Studios is a boutique development studio that builds custom software for small and midsize businesses. The studio specializes in mobile-first, employee-first applications that solve real workflow pain points—replacing paper, heavy tools, and redundant devices with lightweight, reliable systems that scale with the business.

About the Agency Partner

The agency is a long-standing Sparks Media Studios partner. The engagement is ongoing; additional details are shared with mutual consent.

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Media contact:
Carla Sparks
Sparks Media Studios, LLC
hi@sparksmediastudios.com
https://www.sparksmediastudios.com/