Veritone, Inc. is an artificial intelligence technology company that provides tools and SaaS products to help TV and radio stations prove advertising attribution to their clients. Powered by the organization’s proprietary aiWARE operating system, Veritone’s products include Attribute, which correlates radio and TV spots to online traffic for an advertiser’s website, and Discovery, which allows stations to easily track and verify ads, including organic mentions outside of prerecorded spots.
Within the company is a business unit that acts as a full-service, outcome-based advertising agency that specializes in creating native and traditional ads for recognizable brands, utilizing traditional broadcast as well as newer media such as streaming, podcasting and influencer marketing. Among the agency’s strengths is the ability to track performance of ads through Veritone’s products, enabling them to deliver successful campaigns in a way that is simple, measurable, and scalable. “Veritone’s agency has been using Alteryx for several years to cut down on manual and repetitive tasks when it comes to delivering weekly performance reports for brands’ advertising campaigns,” says Trevor Jones, Vice President of Business Operations and Analytics at Veritone.
“Before loading data for visualization, we were using Excel spreadsheets for all of our data blending. We soon hit the limitation on using Excel due to large datasets and the lack of flexibility to connect to different data sources. The process was subject to delays and slowed our ability to deliver enhanced analysis and reports to our clients.”
On the SaaS side, Veritone wanted to develop a foundational Uplift Study best practices for generating maximum lift in broadcast and radio advertising. By showing how effective broadcast advertising can be (especially when compared with digital),this report would be a means of conveying the value of its products because they are able to directly link broadcast campaigns to lift in consumer activity. Poring through Excel sheets to manually derive analytical insights from 250 radio and TV campaigns.
Vice President, Business Operations & Analytics