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Case Studies > Turning complex salary data into website traffic

Turning complex salary data into website traffic

Technology Category
  • Analytics & Modeling - Big Data Analytics
  • Analytics & Modeling - Natural Language Processing (NLP)
Applicable Industries
  • Professional Service
  • Software
Applicable Functions
  • Business Operation
  • Sales & Marketing
Services
  • Software Design & Engineering Services
  • System Integration
The Challenge
Translating enormous amounts of survey and market data into dynamic compensation profiles is a challenging feat. Instead of solely presenting this data in charts and graphs, the company realized it needed to convey the information in an engaging, SEO-friendly way in order to drive site traffic and conversations. It needed narratives.
About The Customer
A leading human capital services company utilizes survey data and market-enabled compensation models to provide massive amounts of salary information to the public. Using crowdsourcing and big data technologies, the company has compiled and analyzed the world’s largest database of millions of individual salary profiles to offer employees and employers a transparent view of compensation.
The Solution
The team partnered with Narrative Science and leveraged its Advanced NLG platform, Quill, to automatically transform survey data into narrative content. These narratives highlight what visitors find most interesting and important, such as how different employers pay. As visitors can filter the content by parameters such as region, employer and qualifications, the narratives are unique and customized to each individual. Quill provided a level of scale that was simply not possible before. The site’s compensation profiles are constantly refreshed and updated as underlying data changes. As more users contribute to the database, the narratives become increasingly rich and dynamic. In addition, employees can now focus on higher-value activities, like acquiring more visitors to submit information instead of manually writing the profiles.
Operational Impact
  • Enhanced brand awareness
  • Freed up employees to spend time on higher-value tasks
  • Engaged visitors with unique, relevant content
Quantitative Benefit
  • Generated 55,000 stories per month

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