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Customer Intelligence
with Alpine Chorus
The Problem
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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