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NOVUS NEXT Leverages Alteryx for Rapid Media Planning and Data Analysis
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Applicable Industries
- Buildings
- Cement
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Building Automation & Control
- Time Sensitive Networking
Services
- System Integration
- Training
The Challenge
NOVUS NEXT, a division of NOVUS Media, specializes in multimedia planning and digital strategy using data and analytics tailored to their clients’ specific needs based on their local geography. The team was analyzing over 50,000 syndicated data points on top of their clients’ data and KPIs to help make informed decisions quickly. However, before the launch of the NEXT division, the team spent more time setting up everything to prepare for work, rather than getting work done. They were inundated with time-consuming ad hoc requests and needed a way to automate their processes to make their job sustainable and scalable. They needed a solution that could help them build a reusable framework that ties ZIP codes, client data, and consumer data points together to create meaningful local context to assist their media strategists in determining the why and how essential to good media plans.
About The Customer
NOVUS NEXT is the most recently formed division of NOVUS Media, a marketing service provider specializing in local media planning and buying across the United States and Canada. They focus on multimedia planning and digital strategy using data and analytics custom tailored to their clients’ specific needs based on their local geography. Their core purpose in analytics is to help their clients make better marketing decisions. They analyze over 50,000 syndicated data points on top of their clients’ data and KPIs to help their people make informed decisions quickly.
The Solution
NOVUS NEXT turned to Alteryx, a data analytics platform, to automate their processes and analyze data more efficiently. Alteryx Analytic Process Automation Platform™ helped them complete complicated tasks in a matter of minutes instead of hours. They built a reusable framework that ties ZIP codes, client data, and consumer data points together to create meaningful local context. This framework assists their media strategists in determining the why and how essential to good media plans. Whether a client has 30 locations in 10 markets or 3,000 locations in 210 markets, they can apply the same local analytics lens to the plan more sustainably. They are able to prioritize the best geographies for investing media by applying all this data to a client’s physical location and trade area, and they can do this at scale without coding because of Alteryx. They can also visualize all of it in Tableau thanks to the easy integration between platforms.
Operational Impact
Quantitative Benefit
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