Bobcat
From a Sea of Excel Files to One Clear Picture
THE CHALLENGE
Bobcat needed to track PR coverage across the EMEA region (Europe, Middle East & Africa) with multiple regional PR agencies feeding updates. The old setup with multiple Excel files in different formats was messy, slow, and prone to human error.
The budget was limited, but the client wanted a clean, reliable view of all coverage and simple reporting.
our approach
Instead of building a custom app, we designed a way to make existing tools talk to each other. We combined Airtable + Make.com (Integromat) + Looker Studio with data from both online and offline media.
What we made
We cleaned and normalised historical data (2019 → Q1 ’21/’22).
With the client, we defined the fields that matter (what to track, what to report).
Each PR agent got a guided Airtable input with drop-downs for key fields to keep entries consistent.
If a user needs a new value (e.g., outlet, language), they propose it in a side sheet; we review and add without any bloat.
Make.com syncs all agency tables to a single Airtable main database.
The master then feeds Looker Studio for interactive dashboards.
WHY IT WORKED
We set up live dashboards showing coverage by market, outlet, language, date, or theme — ready for monthly/quarterly reviews.
We designed the system for a standardised intake per PR agent (easy to fill, but hard to break).
THE IMPACT
We didn’t need to write new software. We picked the right tools, set smart guardrails, and focused on data quality. PR agents can move fast, the client gets a single dependable view, and the system scales without expensive development.
A single source of truth for PR coverage across regions.
Less admin, fewer errors thanks to structured inputs and light validation.
Faster reporting in Looker Studio — no more manual merges.
Lower cost than a custom build or a big-ticket monitoring service.
Our Takeaway
You don’t always need to develop a new tool. Combine the right third-party platforms, clean the inputs, and you get a robust, affordable system that does exactly what you need.
Contact Us
New projects, old projects, careers, press and other inquiries — reach out to us with anything.
Thank you
