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Novus Manages Complex Advertising Campaigns and Forecasts Outcomes with Alteryx
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Analytics & Modeling - Predictive Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
Novus, a leading advertising agency, has been experiencing significant growth, expanding both its client base and the range of services it offers. As a result, the complexity of data usage and reporting has increased, both internally and externally. The company was seeking a fast and efficient way to process the hundreds of variables involved in planning and measuring effective media campaigns. The continuous evaluation of success and application of optimization techniques across a universe of potentially more than 3,000 publishers for each client became cumbersome. It was increasingly important to be able to track progress and outcomes in an automated way.
About The Customer
Novus is a leading, full-service print and digital advertising agency that provides best-in-class media solutions, targeting the right audience at the right time. Its clients are some of the most recognizable names across the United States and Canada, ranging from direct response advertisers to retailers, entrepreneurial companies to agencies. These clients trust Novus to bring them a comprehensive view of integrated digital and print media buying strategies as well as an understanding of the minutiae of ad specs and rates.
The Solution
Novus decided to use Alteryx Analytics after working with it on a smaller project and seeing the speed and insights that the solution could bring to data analysis. Using Alteryx, Novus can now quickly glean the strategic insights required to manage the current advertising planning and placement process for its clients. The power of Alteryx also enables Novus to analyze the impact of multiple planning scenarios and forecast anticipated outcomes. With Alteryx, Novus's team has created a module that allows the business user to change out a number of data points and run 10 different scenarios in less than half an hour. This level of service was not scalable before the implementation of Alteryx.
Operational Impact
Quantitative Benefit
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