Hyper-Targeted Advertising in the Media Industry

• Analytics & Modeling - Big Data Analytics

• Sales & Marketing

• Data Science Services

Infopro Digital, a crossmedia company, wanted to offer more advanced targeting options to its advertising customers. Instead of basic category targeting, they wanted to leverage the user’s navigation path and behavior to more accurately target those who may be interested in a particular ad. This advanced targeting required experienced technical teams to handle a vast data lake. However, Infopro Digital’s marketing teams needed to be able to handle the queries and most of the day-to-day work themselves without the help of IT every time. The marketing teams had some prior knowledge of processing data using Microsoft Excel, but they were frustrated by its computing and speed limitations. Infopro Digital also wanted to develop any new processes and skills within the company to keep costs and production delays low.

Infopro Digital is a crossmedia company founded in 2001 that focuses on media outlets, events, lead databases, and lead generation. The company has about 2,800 employees with a turnover of around €360 million. They manage 50 media outlets as well as 300 events annually. Infopro Digital is a worldwide company, but they are especially prominent in the United Kingdom, China, Spain, France, and the United States. Infopro Digital owns a wide range of leading business-to-business digital media outlets, and they sell advertising space on these sites.

Infopro Digital used Dataiku Data Science Studio (DSS) to develop a solution that satisfies all of their requirements while also keeping ultimate control over the data in the hands of the IT team. With Dataiku, Infopro Digital developed a solution where the IT team can make data available to analysts after only a few transformations thanks to reference datasheet sharing. From a technical standpoint, IT teams at Infopro Digital can take advantage of Dataiku’s customizable capabilities and the ability to keep some freedom in terms of coding. CRM, accounting, and external datasets are consolidated thanks to Dataiku’s focus on dataset centralization. Non-technical teams (like marketing) can build their skills and scale their efforts thanks to an intuitive, visual point-and-click interface. Longer term, the goal is to have them efficiently and independently leveraging website clickstreams and HDFS datasets.

• Data analyst teams can create reports and offer targeting samples within two hours, work that used to take them three days.
• Infopro Digital has been able to empower existing staff by internalizing the whole process.

• Reduced report and targeting sample creation time from three days to two hours.
• Internalized the whole process, empowering existing staff.