Published on 15-Mar-2012
Validated on 07 Mar 2012
"Historically, we talked about lift in the response rate or the conversion rate. Now we’re talking about lift in total digital sales. And we’re seeing a big year-over-year impact – 20 percent growth. Net-net, the client is seeing more revenue from more customers. " - Leon Zemel Chief Analytics Officer, [x+1] Inc.
Media & Entertainment
Data Warehouse, Smarter Computing
Digital marketers are good at collecting data, but often find it challenging to derive actionable insights from the massive volumes of information they gather online.
Need for stronger computing power to accommodate real-time analysis on massive data volumes of online and offline data.
[x+1] installed the IBM Netezza 1000 data warehouse appliance to provide its analytics team with a simple SQL interface that could handle massive volumes of data.
• 20% growth in digital sales – the clients see more revenue from more customers • Ability to gauge online and offline marketing impact • More robust view of the consumer • Break down of data silos
How does a company manage its messaging and media channels to effectively propel consumers through the purchase funnel? The answer lies in the application of complex but essential advertising analysis on massive volumes of data in real-time. This is a capability offered by [x+1] and enabled by IBM® Netezza®. At the NexTargeting conference in May 2011, IBM Netezza's Brad Terrell and [x+1]'s Leon Zemel delivered a presentation entitled, "Marketing in Real Time - The Technology & Data Imperative." This video presents highlights from that presentation.
Leon Zemel, Chief Analytics Officer, [x+1]
Our client came to us with a mass of uncultivated user interactions – log files, website analytic data, customer data – and they had a very simple problem to solve. How do I bridge the gap from all that data that seems so valuable and get to where I want to go in terms of my business growth? How do I develop that sprawling and growing virtual metropolis of digital customers?
This is where we really use the muscle of Netezza – so just for this single client, we collect 5 billion or more monthly impressions across all their marketing activity online – and really is critical that we say all marketing activity - to really assess that attribution analysis, to really assess how we can drive incremental impact, we need to see all touches that are being supplied to that consumer.
By putting a consumer marketing framework focusing on the audience and what is needed for audience impact, we were able to provide a centering framework that both brand and performance clients, both people at the client and at the agency were able to all rally around. They were able to see where they fit in, how their campaigns come together. It’s all about one view towards business results.
So what kind of results did we see? We really shifted the client’s whole view of how they were managing media in-market. Shifted from a last view, CPA performance based optimization plan to a full score card of looking at how consumers in different segments across the funnel were migrating and moving and being impacted. The other piece is - by actually investing against those recommendations and against all those outcomes of the analysis, we were able to see and calibrate that as we put more dollars into market, it really had an upward effect on sales.
We were able to find opportunities to significantly invest in with really positive ROIs and grow the total digital sales channel. Historically, particularly in these small data environments, we all talk about lift in response rate, lift in conversion rate. What we’re talking about now is lift in the total digital channel and their total digital sales. And we’re really seeing big year over year impacts in big businesses.
Products and services used
IBM products and services that were used in this case study.
IBM Netezza 1000