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Deep Root Analytics

Media Optimization

Updated January 23, 2019

4 updates


SCORE BREAKDOWN

User Interface

25/25

Cost

10/25

Differentiation

25/25

Effectiveness

25/25

Pros

  • Operated on Tableau
  • Different product tiers
  • Customized plans

Cons

  • Cost-prohibitive for smaller organizations who don’t have a television budget
  • Very specialized software requiring experience with media buying

Deep Root Analytics offers a software-as-a-service (SaaS) suite of products built to provide consultants, campaigners, and public affairs professionals a tool to monitor media mentions and engagement and target television buys for advertisers. The software is available in two iterations, Sequoia and Juniper, that are built for small to large organizations with budgets of all sizes.

What is Deep Root?

When we were given a demonstration of Deep Root’s software ecosystem, we were surprised at how pervasive the software is. Built as a data management platform (DMP) for audience research, broadcast targeting, and television media buying, the Deep Root’s Sequoia suite (the iteration of the software that we were presented) offers a continuously updated resource of relevant audience viewing data across television markets throughout the country.

The Sequoia suite is sourced from dozens of data sources to offer media buyers running TV ad campaigns the necessary information they need to run the right content on the airwaves. Other data sources include data directly from set-top boxes, viewership aggregators, smart TVs, which are combined with other viewership metrics via the Sequoia Score feature. From there, the media buying implementation components of the software are vested in the Kudzu, and Optimized Buy features to ensure the best possible buying decision.

The Sequoia platform is unlike anything we’ve reviewed, mainly the Air Wars tool, our favorite part of the Deep Root ecosystem. Air Wars allows media buyers to track impressions of televised content in real time by matching all incoming data with your targeted audience.

Tableau

The entire Deep Root Analytics ecosystem is hosted on Tableau, a powerful business intelligence analysis platform. Though common with data software apps, the Deep Root system is built on a platform that offers compelling results. We have previously reviewed Tableau Online and scored the software with one of Telegraph’s highest ratings, an “Over the moon” badge (a score above 90/100) for it browser-based access, UI, and accessible data connectors.

Ease of use and support

There are two things to keep in mind when using the Deep Root ecosystem. First, the software isn’t intended for beginners. Though this does strike a rift in user to platform accessibility and the overall UI/user experience score for this review, we aren’t upset with Sequoia’s complexities. During our analysis, the company made it very clear that this platform is for a particular class of user–the experienced, professional media buyer.

The other component that needs to be considered is the fact that the ecosystem runs on Tableau. As we wrote in our Tableau Online review: “Like several other complex BI tools, there is a requirement for some prior experience in analytics software and general IT systems.” Ease of use and the support issues that may occur for new users can be quickly addressed by emailing an account representative who usually can troubleshoot and offer tech support for clients. This arrangement could ultimately be characterized as a managed service structure over traditional tech support and help desk systems. The company doesn’t seem to have the interest in such a system due to the size of the team.

The data visualizations

The other aspect of the Deep Root ecosystem that we enjoyed immensely is the proprietary data visualizations. During our demonstration, we noticed several types of data visualizations and customization features that offer histograms, line graphs, plot points, and other forms of visualizations. Each visualization is optimized for the specific tool within the software suite; for example, the standard visualizations found in the Air Wars tool display data in horizontal histogram formats, among other themes.

Pricing

Deep Root sells two different types of software suites and editions. This review covers the Sequoia suite which is intended for organizations with a marketing budget over $200,000. Rates and access to the platform vary and can be quite pricey if the organizational teams don’t have larger budgets. Plans can begin at $30,000 for Sequoia and are charged annually. The target client with the Sequoia suite includes national organizations, nonprofits, and campaigns.

Juniper is what we characterize as the “bargain” option starting at $10,000. Juniper is a stripped down version that combines Air Wars and Kudzu to provide organizations with budgets of less than $200,000 for marketing. These target clients would include regional and more local organizations such as statewide advocacy campaigns or non-contested congressional races. Nonetheless, pricing is customized to the needs of an organization.

What we think

Deep Root Analytics is a genuinely unique software experience offering media buyers the tools they need to make informed decisions. Between the data sources, visualizations, and a Tableau-backed technical framework, Deep Root’s product suites are top of the line.

If you have any feedback on this review or you would like to suggest an app for us to review, please drop us a note – telegraph@joinlincoln.org.


Screenshots

SCORE BREAKDOWN

User Interface

25/25

Cost

10/25

Differentiation

25/25

Effectiveness

25/25

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