This work forms part of our work helping businesses improve decision-making with data and AI. Visit our sector pages to find out more how this can be applied to your business.
I-Media
Benefits of Our Transformation
Beyond designed and delivered an MVP data platform and dashboards to help I-Media understand service station audiences, target advertisers, and report campaign performance.
About I-Media
I-Media are market leaders in motorway advertising and are undergoing a digital transformation to modernise how they use data for commercial decision-making. Beyond supported I-Media to build an MVP that could scale as new data sources and quality improvements became available.
Results That
Matter
37
Service stations in MVP
4
Core MVP data sources
2
Dashboards delivered
75 days / £74,948
Indicative delivery effort
The Opportunity
Historically, service stations could provide data to I-Media on a request basis, limiting speed and consistency of insight. I-Media needed a scalable solution to understand the likely audience at service stations, support sales targeting, and provide clear post-campaign reporting to customers and landlords.
Solutions Delivered
Beyond delivered the discovery, solution design and MVP build plan to create a foundational data platform and dashboard layer, connecting multiple operational and commercial datasets into a usable reporting product for both internal and external stakeholders.
Defined business requirements and MVP use cases for both I-Media commercial teams and landlords, ensuring the platform was built for adoption and future scale
Designed an MVP to create a view into the audience of a service station at any given time, supporting both acquisition and after-action reporting
Identified and scoped four core MVP data sources: Turn-in & Footfall, EPOS, UniLive campaign playout, and Salesforce API
Built a scalable AWS-based architecture blueprint using staged layers (Storage → Staging → Integration → Presentation) to support robust transformation and reuse
Defined a dashboard model with two distinct user-facing portals: an internal I-Media Portal and a Landlord Portal (initially for Roadchef)
Designed dashboard views and filters to support planning tools, booking trends, inventory and post-campaign reporting
Set out the delivery stages from environment access and solution design through to build, UAT, deployment and ongoing support
Results & Impact
I-Media gained a clear MVP blueprint and delivery plan for a scalable audience insight product—linking footfall, campaign exposure and commercial performance into a usable dashboard experience. The approach created a foundation for future enrichment (e.g., weather, events, WiFi, demographic and ANPR data) and a pathway to commercialise insight for advertisers and landlords.
Lesson Learned
The value of an MVP is speed to insight with a scalable foundation. By aligning use cases early and designing data layers for reuse, organisations can avoid “one-off dashboards” and instead build a platform that supports ongoing monetisation, better targeting and credible reporting.
“Beyond helped us define a practical MVP that connects our operational and commercial data into a usable product. The work created clarity on requirements, a scalable platform design, and a clear route to deliver dashboards that support both sales targeting and credible campaign reporting.”
Senior Stakeholder, I-Media
