Alteryx Enables Rapid Analytical Development and Deployment at A.H. Belo’s The Dallas Morning News
It’s no secret that information is consumed differently – through new channels and outlets – with viewers demanding personally relevant content the instant they want it. Catching a customer’s attention is more difficult than ever before, and standing out in this new environment is a constant challenge. With so many choices, it is vital for media & entertainment companies to know who their viewers are so they can engage them with the right content and the right advertising through the right channels, and to provide their advertisers with maximum exposure to target audiences with minimum spend.
Alteryx allows you to prep, blend and analyze internal and third-party data sources in a repeatable workflow, to better understand and address viewer and advertiser expectations. You can then perform analytics – predictive, statistical and spatial - to uncover insights that help you make strategic decisions about content distribution; uncover additional types of services to offer and where to offer them; and optimize media plans, automating and iterating them as new data becomes available. Finally, you can share results across your organization and with your advertisers, allowing them to meet viewer preferences and demands.
With self-service data analytics from Alteryx, you can:
An overwhelming amount of content is available to customers through cable, social media, mobile advertising and other channels. As content viewing habits have changed, so has the way advertisers interact with potential customers and their standard approach to media planning. With Alteryx, you can blend set-top box data, viewer demographic data, social media data, and more, to better understand your audience and their preferences. Leveraging statistical analysis, you can minimize advertiser budget spend and maximize viewership. Via a simple drag and drop workflow environment, you can leverage spatial data to calculate drive times and trade areas to help your advertisers understand where to advertise for target demographics and effectively reach their ideal audience with personalized messages. You can quickly understand available ad inventory and costs to do ad buys, and easily monetize ads offered on specific channels.
Entertainment continues to change and adapt to the digital revolution. There are a variety of outlets across a number of devices that viewers and fans can use to find the content and experience they’re seeking, whether TV shows, movies, music, events or concerts. With Alteryx, you can easily blend internal and external data to better understand your audience and their preferences. With statistical and spatial analysis, you can forecast and plan your title or release mix, based on location demographics and trade area analysis. Predictive analytics can help you predict the audience reaction to artists and songs based on previous chart success, attributes, and more; or optimize theater location schedules and forecast demand for titles or genres. You can identify and analyze metrics to make early decisions on programming changes; create dynamic game or event pricing based on various factors (opposing team, other scheduled events and even weather data). The intuitive, drag-and-drop interface of Alteryx allows you to easily analyze viewer or listener details to calculate programmatic ad sale pricing, and segment listeners or viewers to understand which groups are most likely to convert to paying customers.