Inspire 2013 - How Valassis Communications gets Max Results from big data and advanced analytics
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Transcript of Inspire 2013 - How Valassis Communications gets Max Results from big data and advanced analytics
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How Valassis Gets MAAX Results from
Big Data and Advanced Analytics
Robert Mincarelli
VP, Marketing Services Technology
Valassis Communications, Inc.
@ValassisVCI
Business Leadership track
March 7, 2013
10:15 – 11:00 am
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1. Introduction to Valassis
2. Defining the Challenge
3. Defining BIG Data and Strategic Analytics
4. Optimizing the Media Planning Process
5. Consuming and Analyzing BIG Data
6. Increasing Efficiencies and ROI
Welcome - Today’s Agenda
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Valassis is a leader in intelligent media delivery, providing over 15,000 advertisers proven
and innovative media solutions to influence consumers wherever they plan, shop, buy and
share. By integrating online and offline data combined with powerful insights, Valassis
precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale.
Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing
Services, Inc. Valassis consumer brands include RedPlum® and save.com. Its signature Have
You Seen Me?® program delivers hope to missing children and their families.
Approximately 7,000 associates in 28 states and eight countries, we continue to harness the
innovative, entrepreneurial spirit on which this $2.3 billion company was built in 1970.
About Valassis Communications, Inc.
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Valassis Communications, Inc.
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Support over 15,000 clients, working with
its 500+ member sales organization
• Clients range in scale from SMB to the enterprise;
across all industries.
• Product mix ranges from mail, newspaper and
digital media to integrated solutions.
For clients regional or national in scope,
each market requires a unique and hyper-
local approach
• Typically supported by manual-oriented media
planning approaches that are developed in weeks
not days.
The Valassis Challenge
How have customers expectations evolved?
• Develop media plans based on client’s Big Data
• Frequency of updates transition from annual to monthly
• Utilize the best mix of products and targeting to optimize market
level nuances
• Provide multiple “what-if” scenarios in collaborative planning
mode
• Complete it by the end of the week!
How does Valassis approach this challenge?
• 75 planners
• Multiple platforms
• Legacy of manual planning processes has evolved to an automated
solutions set
Defining the Challenge
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Defining BIG Data
& Strategic Analytics
Defining BIG Data at Valassis
Significant expansion to the breadth, depth and frequency
of data available that has created significant appetite for its
use and that challenge application levels.
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BIG Data Strategic Analytics Data Artisan
Expansive breadth, depth
and frequency of data
availability that has created
significant appetite for its
use challenging, and
sometimes frustrating,
application.
Advanced analytics drive
high level decision making
and strategy aligment and
comittment while
empowering a simple
notion, “Manage by Fact".
Brings insights to life
through creative mastery
of data, technolgy and
analytic process in
connection with business
challenges.
Customer Value
Media planning that is supported by unprecedented universe of data, intelligence and
analytic tools enabling marketing strategists (Artisans) to develop media planning scenarios, predict results, and evaluate and re-apply results in real-time.
The World of BIG Data and Advanced Analytics
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Media Planning Process
Data Reporting Analysis Channels Media
Sources
- Multiple
- Disperate
- External
Size and Frequency
- Often
- Vast
Complexity
- Structured
- Unstructured
- Thousands of formats
- Standard
Delievarbles
- Automated
- 90%
Standardization
- Customization
(repeatable and
scalable)
- Multi-channel
- Social
- Demographic
- Behavioral
- Geograpgy and
granularity
- Client’s (Hosted)
- Frequency
- Speed
- Learning
- Continuos
learning cycles
- It’s all in the
application of
lessons
- Digital
- Mobile
- Social
- Conumer
engagement
- P2P
Defining BIG Data and Advanced Analytics
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Media Planning Process
Data Reporting Analysis Channels Media
Sources
- Multiple
- Disperate
- External
Size and Frequency
- Often
- Vast
Complexity
- Structured
- Unstructured
- Thousands of formats
- Standard
Delievarbles
- Automated
- Customization
(repeatable and
scalable)
- Multi-channel
- Social
- Demographic
- Behavioral
- Client’s (Hosted)
- Frequency
- Speed
- Learning
- Digital
- Mobile
- Social
Value to Customers Interactive media planning supported by unprecedented universe of data, intelligence
and analytic tools enabling marketing strategists (Artisans) to develop media planning
scenarios, predict results, and evaluate and re-apply results in real-time.
Defining BIG Data and Advanced Analytics
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Optimizing the Media Planning
Process with the Valassis
Technology “Bundle”
Targeting and Advanced Analytics deliver extraordinary insight, predictive capabilities
and a competitive edge at Valassis through the Learn-Do-Loop Process. It is all supported
through an automated platform known as the Valassis Technology “Bundle”.
IMO – Integrated Media Optimization Media Planner’s Control Station
ME – Media Express Self Service, Remote, and Collaborative for Internal and External
Partners
ATP - Analytic Tool Platform (Alteryx) Automation of Customized, Repeatable applications
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Valassis Media Planning Foundation
Learn-Do
Loop
Discovery/Request for Targeting
What does the client need to do or change?
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Valassis Media Planning Foundation
Learn-Do
Loop
Discovery/Request for Targeting
What does the client need to do or change?
Performance Simulator
What do we have the can help?
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Valassis Media Planning Foundation
Learn-Do
Loop
Discovery/Request for Targeting
What does the client need to do or change?
Performance Simulator
What do we have the can help?
IMO
What do we recommend?
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Valassis Media Planning Foundation
Learn-Do
Loop
Discovery/Request for Targeting
What does the client need to do or change?
Performance Simulator
What do we have the can help?
Response Analytics and MAAX
What can we do to make
it work better?
IMO
What do we recommend?
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Key Market Trends:
• “Activation” is the goal of hyper-local advertising..
• Consumers are using more media channels along the “path to purchase”.
• Response measurement is driving continuous improvements to the local media mix,
replacing the traditional annual planning process.
• Responsive Planning Process has tolerance only for “Real Time”
Valassis Integrated Media Optimization - IMO
The IMO Process:
• In-depth discovery of specific goals and desires.
• Analysis of consumer database and target audience.
• Value score every geounit of interest to the client.
• Consider every Valassis media that touches a scored geounit.
• Look at every combination of media and pick the best option.
• Deliver 3 “what-if” scenarios.
• Deliver in days versus weeks.
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Key Market Trends:
• Near Time response
• Mobile
• Self service – Sales, CS and Clients
• Answer to the question or problem in minutes/hours vs. days/weeks
• Self serve platform – 900 users
• 30,000 plans annually
• Produces results in minutes
• Lap top and tablet capable
Valassis Media Express - ME
The ME Process:
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Key Market Trends:
• Custom, custom, custom
• Single user focused, but empowers creative license and taps talents
• Great “sandbox”, but development in the “App of choice”
• Not scalable throughout enterprise
The ATP Process:
• One platform, one sandboxes
• Creative license still applies and is expected
• Apps are in one sandbox environment
• transferable, encourages best practice sharing
• Customized, yes...but repeatable and transferable
Valassis Analytic Tool Platform - ATP
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Valassis Response Analytics and Predictive
Capabilities - MAAX Marketing and Advertising Accountability Experts (MAAX)
• Evaluate every aspect of media results to continuously improve customer’s ROI.
• Employ best in class applications:
• Behavioral data
• Media optimization technology
• Proprietary predictive tools
• Accelerate improvement processes with the Valassis Learn-Do-Loop.
• MAAX powered by Alteryx
Response Analytics and Predictive Capabilities - MAAX
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A big project load with BIG data challenges is made
efficient through the automation of the science and
empowering of the Artisan with IMO and Alteryx
Consuming and Analyzing
BIG Data
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Standardized
0 20,000 Annual Projects
Com
ple
xit
y
Valassis automates the “Science” and enables the
“Art” for greater efficiency and speed to market
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Standardized
0 20,000 Annual Projects
Com
ple
xit
y
Valassis automates the “Science” and enables the
“Art” for greater efficiency and speed to market
IMO
Automates standard
best practices and
enables Artisan’s
strategy & insights.
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Standardized
0 20,000 Annual Projects
Com
ple
xit
y
Valassis automates the “Science” and enables the
“Art” for greater efficiency and speed to market
IMO
Automates standard
best practices and
enables Artisan’s
strategy & insights.
ATP - Alteryx Automates non-standard
best practices and
eliminates “Rouge” tools.
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Standardized
0 20,000 Annual Projects
Com
ple
xit
y
Valassis automates the “Science” and enables the
“Art” for greater efficiency and speed to market
IMO
Automates standard
best practices and
enables Artisan’s
strategy & insights.
Alteryx
Automates non-standard
best practices and
eliminates “Rouge” tools.
Project Turn Time Reduced by 35% over 3 years
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Increasing Efficiencies and
ROI
Specialized capabilities come to life quickly
supported by embedded development expertise
and the right tools.
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Top Hispanic Market Potential Enabled through
Alteryx Strategic Analytics 0-10 in 60 Seconds
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The ‘1-2 Punch” of IMO and Alteryx
Identifying Neighborhoods through Hispanic IMO English Dominant
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The ‘1-2 Punch” of IMO and Alteryx
Spanish Dominant
Identifying Neighborhoods through Hispanic IMO English Dominant
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The ‘1-2 Punch” of IMO and Alteryx
Spanish Dominant
Identifying Neighborhoods through Hispanic IMO English Dominant
Using the 1-2 punch of IMO and Alteryx, Valassis responds
quickly to growing opportunities with Hispanic consumers.
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BIG Data, big variety, drive steep increases in client
data usage and the automation of the platform
ensures standardized deliverables.
Technology Solutions
Increasing Efficiencies and ROI
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DATA INFORMATION
• Hosting
• Enhancement
• Management
• Mining
Valassis
Client Data
DBM 1.5
Solutions Model
Thousands of different formatted client data files move
into and through the Valassis Media Planning Process flow
INSIGHT
• Analysis
• Modeling
• Simulation
• Prediction
IMPLEMENTATION
• Planning
• Placement
• Tracking
• Retargeting
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DATA INFORMATION
• Hosting
• Enhancement
• Management
• Mining
DBM 1.5, developed in Alteryx,
supports the front end “ingestion” and
data normalization processes for all
client level data files brought into the
Valassis Media Planning environment.
Valassis
Client Data
DBM 1.5
Solutions Model
Thousands of different formatted client data files move
into and through the Valassis Media Planning Process flow
INSIGHT
• Analysis
• Modeling
• Simulation
• Prediction
IMPLEMENTATION
• Planning
• Placement
• Tracking
• Retargeting
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DATA INFORMATION
• Hosting
• Enhancement
• Management
• Mining
Standards and automated
reporting thru Alteryx wizards
produce a productivity savings
estimated at 15%.
DBM 1.5, developed in Alteryx,
supports the front end “ingestion” and
data normalization processes for all
client level data files brought into the
Valassis Media Planning environment.
Valassis
Client Data
DBM 1.5
Solutions Model
Thousands of different formatted client data files move
into and through the Valassis Media Planning Process flow
INSIGHT
• Analysis
• Modeling
• Simulation
• Prediction
IMPLEMENTATION
• Planning
• Placement
• Tracking
• Retargeting
Thank You!
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Robert Mincarelli
VP, Marketing Services Technology
Valassis Communications, Inc.
@ValassisVCI