Business Solution Mindtree

MindTree Consulting Business Intelligence Solution for an Advertising Company A Case Study The Client The Challenge The client is one of the largest marketing communications networks in the world and works with many of the leading Fortune Global 2000 companies in over 100 countries. The trend in television advertising campaigns is to target smaller audiences and tighten the message. This is due to the rising number of television channels available through cable, which distributes viewers across more programming choices. The client does analysis on the impressions created by advertising for various products. They needed to design a data warehouse infrastructure to capture this information for analysis. The application would help media planners understand television-viewing habits better, resulting in more-targeted ad placement and optimized revenue for their customers. Among the key questions the solution must address are: “Within a budget, how do I maximize reach and frequency of an advertising campaign?” + + + + + “How effective are advertising campaigns?” “How do I target my customers better?” “In terms of revenue, how can I measure the effect of the campaign on the brand and product?” MindTree conducted facilitated sessions with the clients’ media planners to surface key problem areas and define the solution’s scope. MindTree helped identify the data elements required to answer these common customer questions, and mapped them to the source data. MindTree created a multi-dimensional model consisting of two facts and six dimensions and associated reports. Prior to building the complete solution, MindTree built a prototype for validation by the media planners. With the business-intelligence solution in place, media planners throughout the client are now able to: Substantially reduce the number of days it takes for a media planner to collate reports, Approach The Solution

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Business Solution Mindtree