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Data transparency and responsiveness at Neue Zürcher Zeitung
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
The increase of digitalization brings risks and opportunities alike, and the media industry is no exception to that. The NZZ data analysis team, led by Markus Barmettler, used a Microsoft Excel-based reporting solution in combination with ad-hoc analysis when necessary. In October 2014, the team chose to migrate to a Tableau solution in an effort to be able to quickly react to market opportunities. Before the NZZ team could reap the rewards of new and profitable insights, it needed to redefine and automate its in-house data collection process. “As we were coming from an Excelbased reporting system, we needed to first set up a data warehouse,” says Barmettler.
About The Customer
A Swiss-media staple since 1780, the Neue Zürcher Zeitung (NZZ) is synonymous for highquality publishing and a liberal world view. Its goal is to report current events, explore topics of interest, and deliver information to the public. The media group stands for free thinking and decisiveness of action. Today, 35 people throughout marketing and product departments use Tableau for analyses.
The Solution
The NZZ team chose to migrate to a Tableau solution in an effort to be able to quickly react to market opportunities. They needed to redefine and automate its in-house data collection process. “As we were coming from an Excelbased reporting system, we needed to first set up a data warehouse,” says Barmettler. “Once we had laid that foundation, though, we were ready to go. With Tableau Desktop, we were able to efficiently explore our data after just one day of introduction.” NZZ regularly analyzes a variety of local and online data sources based on SQL Server, IBM BigInsights, Adobe Analytics, flat Excel files, Amazon S3, and Apache Spark on Amazon EMR, among others.
Operational Impact
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