A strategy set at headquarters gets renamed, remeasured, replanned, and rebuilt in every market it reaches. Alli for Global Teams defines your metrics once in the Semantic Layer, maps local naming into one taxonomy with Categorizations, plans with global limits and local control in Media Planner, and produces a version for each size, language, and market in Creative Studio. Global leaders set the standards. Local teams keep their judgment.
Last updated
With Alli, PMG built Peloton's growth audience from live signals, including Experian and Amazon purchase data, and brought more than 110 partners into one dashboard. Teams could manage frequency and shift spend between always-on reach and moments like the Las Vegas Grand Prix in real time instead of reconciling regional reports by hand.
5Global Markets at Launch
110Partners in one unified dashboard
207Countries spanned
With Alli, PMG built Nike's Global Media Data Foundation. Alli Datasources pulls in data from about 200 platforms and internal systems, the Alli Semantic Layer gives every market the same taxonomy and business logic, and Alli Alerts protects data quality. Daily feeds go straight into Nike's CRM, CDP, and MDM.
Read the Nike story80%Unaware Synthetics Come from Oil
With Alli, PMG targeted eco-conscious consumers in each city with "Wear Wool, Not Fossil Fuel." Giant 3D billboards in Times Square, Piccadilly Circus, and Paris showed a pool filling with oil, backed by YouTube, Instagram, and TikTok.
Read the The Woolmark Company storyThe strategy usually isn’t the problem. The seams are.
One campaign runs under five naming conventions in five markets. A view on one platform isn’t a view on another. Each market builds its own math in its own spreadsheet, so a global review opens with forty minutes of arguing about whose number is right. Plans live in separate files, and nobody can say which version is approved. The creative that worked in one market needs a new size, a new language, a local disclaimer, and a regional offer in the next, and each of those becomes another request in the queue.
AI makes parts of this faster. It doesn’t fix the seams. A tool that drafts translations or builds a report quickly still produces a mismatch if every market defines the metric differently. Global teams need the same definitions, a plan structure that holds across regions, and a way to produce local versions without losing the brand. They also need local teams to keep the flexibility they need to win in their own market.
A “Summer Sale” in five markets looks like five campaigns, so the global team can’t see one
How Alli for Global Teams handles itCategorizations maps every variation into one category, so the global team sees one campaign
ROAS is calculated one way in one region and another way somewhere else
How Alli for Global Teams handles itThe Semantic Layer defines each KPI once, and every dashboard, tool, and region uses it
Currencies, calendars, and definitions need reconciling before anything adds up
How Alli for Global Teams handles itDefinitions, fiscal and promotional calendars, and currency roll-ups stay consistent across regions
Market plans slide away from the global strategy and budget limits
How Alli for Global Teams handles itMedia Planner keeps strategy and budget limits at the parent level, while market teams manage tactical detail in child plans
Nobody is sure which plan is approved, and one bad cell can misstate a budget
How Alli for Global Teams handles itOne workspace with version control, statuses, and approval workflows
Every new size, language, and price becomes another design request
How Alli for Global Teams handles itCreative Studio produces versions from one approved master, with translation support, local disclaimers, and regional offers
Speed produces off-brand or non-compliant ads, or generic ones that don’t connect locally
How Alli for Global Teams handles itApprovals, version control, brand rules, and legal copy by market apply to every version
Comparing markets means another export and another reconciliation
How Alli for Global Teams handles itPlans roll up into one view, with planned spend next to actuals by market and channel
Alli for Global Teams is a loop that starts with shared definitions and ends with markets you can compare on equal terms. It defines what each metric means, maps local labels into one language, holds the plan together with global limits and local control, produces the versions each market needs, and compares the results. Each stage reads from the same trusted data, so a number in one region means the same thing in another.
KPIs, business entities, and fiscal and promotional calendars are set once. Definitions stay consistent across every region and currency.
Rules map each platform’s labels and each market’s naming into consistent categories such as media channel, funnel stage, campaign type, region, brand, and product line.
Strategy and budget limits sit at the parent level. Markets and channel teams manage detail in child plans, using a shared column schema. Changes move through draft, review, and published states.
One approved master becomes a version for each size, platform, language, and market, with product and price data from feeds. Brand and legal approve in one place.
Planned spend sits next to actuals by market and channel, on the same definitions. Plans roll up for leadership.
Media Planner, Generative Dashboards
Explore Semantic Layer Explore Media Planner Explore Creative Studio
Five moments from the loop, each shown by the decision it improves.
Categorizations uses a unified taxonomy and rule-based harmonization to map fragmented labels into plain-English categories, without manual tagging. Rules catch variation even when naming discipline slips.
What it’s worth. The global team sees one campaign across markets and platforms, and a mistyped name doesn’t split the reporting.
The Semantic Layer sets KPI logic once and applies it across every region and currency, with fiscal and promotional calendars applied the same way everywhere. Change a definition once and it updates everywhere in Alli.
What it’s worth. Global reporting adds up without a week of reconciliation, and the meeting starts with decisions instead of a debate over whose data is right.
Parent-child plan logic keeps the overall strategy and budget limits at the parent level. Channel and market teams manage the details within it. A shared column schema enforces common definitions, so 50 local market plans can use the same meaning of awareness, and every change is recorded.
What it’s worth. Local teams keep their flexibility, global reporting still adds up, and anyone can see what changed, when, and why.
Creative Studio builds platform, market, audience, and size variations from one approved master. Translation support, layout adaptation, local disclaimers, and regional offers sit in the same workflow, with version control across every market.
What it’s worth. One winning idea reaches every market without a design request for each one, and designers spend their time on concepts instead of resizing.
Template fields connect to product feeds, pricing, and inventory. When local data changes, the affected versions update on the next render. The design stays fixed and the details stay current.
What it’s worth. Ads stop showing last week’s price or a product that isn’t available in that market.
Built to scale your team’s expertise, not replace it.
Alli holds the definitions, enforces the structure, produces the versions, and tracks the plan. Global leaders decide the strategy, the metrics, and the brand rules. Local teams decide the tactics and adapt the creative for their market. Brand and legal teams approve what goes live in each region. The AI scales their expertise, so teams cover more markets with more consistency than they could alone.
Define. Applies each KPI definition across regions, currencies, and calendars
Global finance and marketing leaders agree the definitions, and change them on purpose
Harmonize. Classifies platform and campaign labels using the rules it’s given
Data and operations teams write and review the rules, and handle the exceptions
Plan. Holds the parent plan, enforces the shared column schema, and records every version
Global leaders set the strategy and budget limits. Market teams plan the tactics. Reviewers approve each change.
Produce. Builds versions from the approved master, feeds, and templates
Designers and brand owners set the master and the rules. Local teams adapt copy and offers. Brand and legal approve by market.
Compare. Shows planned spend next to actuals and rolls markets up on the same terms
Global and local leaders decide what the variance means and whether to move budget
A standard only holds if the data underneath it behaves the same way every time. Alli’s data layer is built so the same inputs produce the same numbers, every definition and mapping is written down and version-controlled, and every number traces back to its source. The Semantic Layer, Media Planner, and Creative Studio all read from that foundation, so a market’s plan, its creative, and its results line up. For depth on how the data foundation works, see the Alli Data pillar.
Enforce shared definitions across every market plan, while local teams manage their own tactics.
Work inside the global plan, with the flexibility to adapt creative, copy, and offers for your market.
Compare markets fairly, and explain spend by market, channel, objective, and outcome.
Work from the same definitions as marketing, with a record of approved budgets and every change.
Produce local versions from one master without losing the visual identity.
Local prices, products, and offers across many markets, from one set of masters and one set of definitions.
Current fares and offers in every market’s ads, built from one design.
Most global teams manage consistency with spreadsheets and shared drives, or by letting each market choose its own tools and partners. Both give local teams room. Neither keeps the numbers, the plans, and the creative in step.
| Spreadsheets and shared drives | Separate tools and teams per market | Alli for Global Teams | |
|---|---|---|---|
| Metric definitions | In each file, drifting by market | Each tool’s own | Defined once, used across regions and currencies |
| Budget plans | Many copies, unclear which is approved | Separate plans that don’t roll up | Parent-child plans with a shared column schema and version history |
| Creative versions | Rebuilt by hand for each market | Produced separately, with uneven quality | Built from one approved master, with approvals and version control |
| Brand and legal | Review by email and spreadsheet | Varies by market | Brand rules and legal copy by market, with approvals in one place |
| Global roll-up | Weeks of reconciliation | Not possible without rework | Plans and results compared on the same definitions |
| Role of people | Do the reconciling | Run separate programs | Lead every step, with AI scaling their expertise |
Start with the seam that causes the most pain. Each entry point connects to the rest of the loop later.
Pick the KPI that causes the most arguments, agree one definition, set it, and map the campaign naming that feeds it
Start with Semantic LayerMap the variations of one global campaign into a single category and compare the global view before and after
Start with CategorizationsMove the plan with the most markets or editors into one workspace, set the parent-level limits, and run one budget simulation
Start with Media PlannerChoose a campaign that needs many versions, such as a seasonal promotion across several markets, set up one master, and compare turnaround with your current process
Start with Creative StudioPut disclaimers and legal copy by market into the template, and route versions through one approval flow
Start with Creative StudioHow Alli helps global teams run one strategy across markets, with global and local people in charge.
Alli for Global Teams is a connected set of Alli products for running one strategy across many markets, languages, and teams. The Semantic Layer and Categorizations standardize metrics and naming, Media Planner holds global and local plans together, and Creative Studio produces local versions from one approved master.
Define each KPI once and apply it everywhere. The Semantic Layer holds metric definitions, shared business entities, and fiscal and promotional calendars, and keeps them consistent across regions and currencies. When a definition changes, it changes once, and dashboards, Data Explorer, Ask Alli, alerts, and planning tools all use the new version.
Categorizations, now part of the Semantic Layer, uses rules to map platform labels and market-specific names into consistent categories such as channel, funnel stage, campaign type, region, brand, and product line. A “Summer Sale” named five ways in five markets becomes one campaign, without manual tagging.
Yes. Media Planner uses parent-child plan logic. Strategy and budget limits stay at the parent level, while market and channel teams manage tactical detail in their own plans. A shared column schema enforces common definitions, such as what counts as awareness, so local flexibility doesn’t break global reporting.
Creative Studio builds versions from masters and brand systems your designers approve. Translation support, layout adaptation, local disclaimers, and regional offers sit in the same workflow, with version control across markets. Automation handles resizing, formatting, and data swaps. Your team controls the concept, the rules, and final approval.
People do. In Creative Studio, brand and legal teams review versions by market in one place before anything is delivered. In Media Planner, plan changes move through draft, review, and published states, and every version is recorded. The original approved plan is never lost, so anyone can see what changed and why.
Media Planner rolls plans up into one view by market, channel, objective, and outcome, with planned spend next to actuals so pacing and variance are visible. Because every market uses the same definitions in the Semantic Layer, the comparison is fair. Generative Dashboards can turn that view into a shareable summary.
Alli is available to PMG clients. Global and regional marketing, finance, creative, brand, and legal teams use the same platform PMG’s experts use, so both sides work from the same data and results. Book a walkthrough to see how it works with your markets, languages, and plans.
Book a global teams walkthrough and bring the campaign that’s hardest to keep consistent. We’ll show you the metrics defined once, the plan with global limits and local control, and the versions built from one master. Alli is available to PMG clients.