Home > IT Services > Business Intelligence > BI Case Study
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Overview
The customer is a leading home entertainment company that pioneered development of the digital video recorder (DVR), revolutionizing television viewing experience. The customer needed a consumer research product that could provide detailed TV program and commercial viewership ratings based on DVR logs. |
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| Business Context |
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The customer had been using a rigid reporting solution that involved many manual processes that were time-consuming and error prone.
Leveraging its expertise in providing marketing solutions for the television advertising industry, the customer wanted an unparalleled research platform for advertisers, ad agencies, and market research firms. It saw an opportunity to augment coarse-grained, minute-by-minute viewership data published by Nielsen Media Research with information from its own large base of DVRs deployed in consumers' homes. |
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| Solution |
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Tavant worked with the customer to develop a robust and flexible portal using modern BI technology that exposed best-in-class viewership data competitive with Nielsen offerings. It also took into account factors such as time-shifted metrics, local markets, demographic attributes, etc., to produce viewership data.
The portal used clickstream data as key source of data and allowed the customer to gain insights into consumer behavior in a never-before-possible way. It also offered a new source of revenue to the customer. |
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| Business Benefits |
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The data warehouse & BI portal provided the customer with:
> A new source of revenue
> First mover advantage and a lead time of 2 years over competitors
> First-of-its-kind second-by-second data for studying commercial viewership on industry-leading sample sizes
> Commercial ratings, not just program ratings
> Data on live as well as time-shifted TV viewing
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