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Mastering the Message with Predictive Analytics
Technology Category
- Analytics & Modeling - Predictive Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
The company, a leading marketing agency, was facing challenges due to the overwhelming volumes of data, the industry-wide revolution in digitalization, and a disruptive media and advertising environment. The company needed to deliver marketing messages to customers where they are, when they are receptive, and perfectly optimized for the right device or medium. They also needed to move beyond simple, post-campaign analysis to a set of analytic techniques that incorporated probability, statistics, algorithmic modeling, data mining, and machine learning. The volumes of data, computational resources, and technical knowhow required for this were tremendous.
About The Customer
The customer is a top marketing agency with a global, omni-channel presence. The company focuses on multi-platform digital marketing solutions and campaigns, utilizing all points of contact to deliver impactful messages to the right audiences. With core services including a marketing management platform, a big data analytics application, and customized marketing campaigns, the company is at the vanguard in an industry that has undergone a dramatic digital transformation.
The Solution
The company turned to Zementis Predictive Analytics to handle the overwhelming data volumes and to provide the necessary analytic techniques. Zementis Predictive Analytics offered a plug-in decision engine and standards-based deployment platform for industry-leading analytics and data warehouse systems. This allowed the company to scale without the bottleneck of writing custom code by hand. The solution also helped accelerate batch processing to score large data sets, while simplifying user experience, and standardizing business process adoption and discipline. Furthermore, Zementis Predictive Analytics enabled the company to make rapid assessments of campaign successes and positioning in near-real time, allowing for adjustments to be made to campaigns as they ran.
Operational Impact
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