Case Study : Trace TV

Trace TV, a global leader in afro-urban music and entertainment connecting with over 350 million people across 180 countries, faced the complexity of managing a dual-revenue model (B2B Ad Sales and B2C Streaming/Content) across disparate systems.

360Asklogix was engaged to dismantle these data silos. By architecting a Multi-Cloud Salesforce solution (Sales, Service, and Marketing Clouds), we provided Trace TV with a unified “360-degree” view of their ecosystem—bridging the gap between advertiser relationships and audience engagement. The result was a streamlined operation capable of scaling with their rapidly growing digital footprint.

Before partnering with 360Asklogix, Trace TV struggled with fragmented operations common to expanding global media networks:

• Siloed Operations: The Ad Sales team tracked agency deals in spreadsheets, while the Digital team managed subscriber data in a separate legacy system. There was no visibility between who was watching and who was buying ad space.
• Inefficient Ad Sales Cycle: Manually processing insertion orders (IOs) and tracking inventory availability across different regions (Trace Africa, Trace Urban, Trace Toca, etc.) resulted in slow turnaround times and missed revenue opportunities.
• Generic Audience Engagement: Marketing campaigns were “batch and blast,” lacking the personalization needed to retain subscribers on their digital platforms.
• Lack of Global Visibility: Leadership struggled to get real-time consolidated reporting across their multiple regional offices (Paris, Johannesburg, Lagos, etc.).

The Goal: A single source of truth to manage B2B ad revenue and B2C audience journeys simultaneously.

360Asklogix deployed a Multi-Cloud Strategy to address the unique needs of Trace TV’s different business units while keeping data centralized.

Phase 1: Sales Cloud for Media Sales (B2B)

We configured Sales Cloud to act as the engine for Trace TV’s revenue generation.

• Media-Specific Pipeline: Custom pipeline stages were built to reflect the media sales cycle (e.g., Brief Received, Inventory Check, Proposal Sent, IO Signed).
• Account Hierarchy: We mapped complex agency-brand relationships, allowing Trace sales reps to see which agencies were buying for which brands across which regions.
• Automated Approvals: Implemented CPQ-like logic for discounting and inventory approval, reducing deal closure time.

Phase 2: Marketing Cloud for Audience Engagement (B2C)

To support Trace’s digital growth, we implemented Marketing Cloud Account Engagement.

• Personalized Journeys: Created automated email and push notification journeys based on subscriber behavior (e.g., “Welcome” series for new app users, or re-engagement campaigns for dormant users).
• Event Promotion: Streamlined the management of Trace’s live events and contests, capturing attendee data directly into Salesforce for future retargeting.

Phase 3: Service Cloud for Partner Support

• Case Management: A unified ticketing system for resolving issues from both advertisers (billing/creative disputes) and high-value partners, ensuring SLAs were met globally.

Following the 360Asklogix implementation, Trace TV achieved significant operational improvements: