Analytics
News, events, thought leadership and more.
Hope you enjoyed my last week’s blog on Rent-A-Center around the use of spatial analytics beyond site selection and retail network planning.
This week, I would like to share with you the story of Deep Root Analytics — a company that is changing the way TV advertising is traditionally purchased for political campaigning.
However, talking about Deep Root Analytics would be incomplete without the mention of Sara Fagen, co-founder of Deep Root Analytics and a board member of CentraForce, a cross media analytics company that specializes in audience-centric marketing. Sara is one of the nation’s leading political and issue strategists, and has a keen understanding of big data and analytics and how it can be used for political micro-targeting. In fact, Sara’s role was well recognized by the likes of Wall Street Journal in the success of 2004 presidential re-election campaign.
In the world of political campaigning, where TV ad-buying process is traditionally antiquated relying primarily on age and gender based segmentation, Deep Root Analytics uses data blending and advanced analytics from Alteryx to optimize audience targeting and TV ad-space buying. Leveraging Alteryx, the company quickly merges set-top box data, commercial data and voter file information to understand media consumption behavior of its targeted voter base, and then recommends media buying decisions. Additionally, the company uses predictive analytics for ad-effectiveness analysis and ad-monitoring, enabling its clients to not only test the impact of its own ads but those of its partners and opposition as well.
Sara attributes the success of Deep Root Analytics and CentraForce to the speed and precision of Alteryx, stating “how they can use the data, and the speed at which they can process it with Alteryx is far more advanced than most major corporations.”
To hear more about why Sara considers Alteryx “the backbone” of Deep Root Analytics’ and CentraForce’s operations, watch her video.
You can also view Sara’s presentation from our Analytics conference, Inspire 2014, for more details.
Stay tuned for another customer story next week!
