Case Study Now
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Case Study Now
Customer Intelligence with Alpine Chorus The Problem • • • • Havas Media is the fastest growing media agency in the world Over $2 Billion in annual revenue Customers include: PayPal, TD Ameritrade, Nike, and Coca-Cola Services include media strategy, international management, social media, and more The Alpine Solution The media buying market is unforgiving. There is no shortage of agencies and dissatisfied clients have no compunction in switching firms. In the age of Big Data, clients want to understand each step of the media buying process: where their money is going, why it should be going there, and the results of their investments. Havas Media was looking for a more streamlined and customer-facing method to perform analytics on their data. Their previous approach included employing a team of SQL programmers to prepare the data, and SAS programmers to interrogate it. This approach was not only time intensive, but it was not a client-facing system. As a result, Havas began the search for software that would allow technical and nontechnical users to easily conduct analytics and explain these findings to clients. The answer? Alpine Chorus. Read more about the Havas Media story below, or watch the video: http://alpinenow.com/use-case-customer-intelligence Opening up the “Black Box” Havas is the first media-buying agency to empower employees and clients with advanced analytics on big data. Alpine Chorus enabled Havas to lift the veil on its decision-making process for clients through transparent data visualization and discovery. Havas uses Alpine Chorus to run complex simulations from Artemis, its number crunching global open data management platform. The huge volumes of media data gathered from dozens of digital and traditional channels — stored in a 600TB data warehouse — are made accessible across the company to sales, marketing and other business functions without the need for coding, scripting, or IT requests. Alpine Chorus has allowed Havas to take advanced analytics out of the “black box” expose the intricate details of attribution, customer segmentation, lifetime value, and their entire library of algorithms to their clients. This allows clients to sit with account managers and data science teams to make changes to campaigns or programs on the fly. “ In the past data was a liability. Now, it’s an asset. ” Sylvain Le Borgne EVP, Data Platforms , Havas Media Alpine Data Labs | www.alpinenow.com Replacing Hunches with Science Alpine Chorus allowed Havas to replace thousands of lines of code with two visual workflows shortening a process that once took months to hours. Havas can now pull up each variable, such as most successful demographics for similar past campaign, without moving data. Instead of limiting customers to output or hypothetical scenarios, Havas can share the path taken on big data to reach conclusions. Opening the “black box” with adjustable models and touchpoint attribution yields vast insight and replaces hunches with science. Easy-to-Use Interface Chorus helped us “ Alpine change the paradigm around data. ” Alpine Chorus’ drag-and-drop interface has made it easy for Havas to expand its analytics involvement from exclusively data scientists to their over 500 analysts around the world and clients to reach an optimized campaign. Their business is not just “making the numbers” anymore, but also the qualitative value of the campaign as perceived by their clients. Secure and Agile Infrastructure Alpine Chorus offers a layer of security by running in database on top of Havas’ data warehouse. With Alpine Chorus, Havas can install and run algorithms that can be developed by either an internal or external data scientist teams and installed as reusable libraries. “Any process we build can be reused across operations — from one campaign to another — one media buy to another,” said Sylvain Le Borgne, EVP of Data Platforms. “It’s very important for us to move from one shot deployment to reusable processes. Alpine Chorus allows us to build a library of data flows that can be improved and reused to reach a very high level of result and provide our clients with growth.” Interested in learning more? Contact Us: go.alpinenow.com/contact-us Havas is now using Alpine Chorus to calculate insights variables unavailable to Havas and its customers just four years ago, including total lifetime value for prospects and segmentation analysis to pinpoint which consumer groups its customers should target, which it should avoid, and what marketing messages will be most effective. About Alpine Data Labs Alpine Chorus is the world’s first collaborative, code-‐free solution for Advanced Analytics on Big Data and Hadoop. With Alpine, data scientists and business analysts can work with large data sets, develop and collaborate on models at scale without having to use code or download software. Leaders in all industries, from Financial Services to Healthcare, use Alpine to outsmart their competition. Maybe you should too. Find out more at www.alpinenow.com Alpine Data Labs | www.alpinenow.com