Unlocking Unified Revenue Visibility for a High-Traffic Sports Media Network

Planet Sport delivers sports news, analysis, and digital content to millions of fans across the globe. Their work relies on deeply understanding audience behaviour so they can deliver relevant content and maximise advertising opportunities.

To continue growing, they needed a reliable way to unify data from dozens of analytics sources and make smarter decisions about their ad revenue.

The Challenge

Advertising is Planet Sport’s primary revenue driver, but the data needed to support commercial decision-making was highly fragmented.

Audience and revenue data was spread across 27 GA4 accounts and 32 properties, alongside multiple other data points from different platforms. With no unified view, it was difficult to answer fundamental questions such as which content drives engagement, which pages generate the most value, and how audiences behave across the network.

Reporting was heavily manual. Producing the insights the team needed required exporting data, joining spreadsheets, and reshaping reports — a process that cost an estimated 6–14 hours per week, not just in report creation, but in tracking down data that wasn’t readily available in the right format.

Without a single source of truth, teams lacked confidence in the numbers and spent more time working around data limitations than acting on insight.

“Before the Data Refinery, we didn’t have data in one particular place. What we were finding was that it just didn’t match our business needs — the interconnectivity wasn’t there.”

Alex Gaimster, Business Intelligence Analyst, Planet Sport

The Solution

TDR, a fully managed data platform designed to unify, structure, and automate data across Planet Sport’s digital estate.

Using TDR, Planet Sport was able to:

• Consolidate 27 GA4 accounts and 32 data properties into a single unified data model
• Automate ingestion and processing of high-volume analytics data
• Create a foundation for revenue-focused reporting and insight generation
• Move from slow, manual data pulls to consistent, reliable reporting
• Shift focus from operational data work to commercial decision-making

Crucially, Planet Sport can now add new sites independently. Additional GA4 properties can be authenticated directly through TDR’s interface, allowing the platform to scale with the network without requiring ongoing engineering effort.

“The Data Refinery has made sure that our data is reliable and consistent. It’s always there, it’s always backdated, and we never end up with gaps in the data.”

Alex Gaimster, Business Intelligence Analyst, Planet Sport

The Outcome

Early results show a clear operational and commercial uplift:

• Time saved: Teams are reclaiming significant time each week previously spent exporting GA4 data and stitching reports together.
• Speed to insight: Reporting cycles have been reduced from hours or days to near-real-time or daily access.
• Improved revenue visibility: Clearer identification of high-yield pages, campaigns, and audience segments.
• Greater data confidence: Teams now work from a single, reliable view rather than dozens of disconnected analytics properties.
• Operational lift: Commercial teams spend more time improving monetisation strategies and less time wrangling data.

TDR has given Planet Sport a scalable foundation to optimise advertising returns, understand audience behaviour in real time, and grow their digital network with confidence.

Instead of managing analytics manually across dozens of disconnected properties, the organisation operates from a single platform designed to grow alongside the business. TDR provides the foundation for deeper audience insight, improved advertising returns, and future monetisation strategies without adding operational complexity.

“It’s not just setting us up for today and our normal reporting needs, it’s future-proofing us. The Data Refinery lets us dip our toe in, but also gives us a platform that can grow as the business grows.”

Alex Gaimster, Business Intelligence Analyst, Planet Sport

See how The Data Refinery can create the springboard for momentous organisational leaps with your data. Get in touch.