BI and DWH Services for Telecommunication Provider

Technologies used

JavaScript

Node.js

DB2 Cloud

DB2 Warehouse

IBM

SQL

Motivation

The client faced growing challenges in handling terabytes of marketing and VOD data daily. Manual processing was time-consuming and error-prone, limiting ad targeting efficiency. Azati was tasked with automating data collection, cleaning, analysis, and reporting, and building platforms to plan audiences, purchase ad segments, and optimize content release timings.

Main challenges

Challenge 01

Big Data Management

The customer collected vast amounts of data from multiple sources. Manual ETL and analytics were slow and inefficient. Azati automated extraction, transformation, and reporting to streamline processes.

#1

Challenge 02

Streamlining Audience Planning

Planning TV and digital ad campaigns relied heavily on historical demographic data. Azati’s solution provided granular audience segmentation including interests, behaviors, and location, simplifying planning and improving targeting accuracy.

#2

Challenge 03

Optimizing VOD Analytics

Analyzing VOD metrics like impressions, play rate, engagement, churn, and retention required robust BI tools. The system needed to handle high-frequency queries without performance degradation.

#3

Our approach

Custom Audience Planning Platform

Azati developed a custom web-based platform for audience planning. It leverages data from Nielsen, Prism Intelligence, and other third-party providers, allowing users to plan audience segments with a variety of demographic, behavioral, and interest-based data.

Audience Buying and Targeting Platform

The team built a platform to allow quick audience segment purchasing. This system integrates machine learning and advanced data management techniques to streamline ad campaign planning and execution, with a unified interface for both marketers and managers.

Reporting Software for VOD

Azati developed a business intelligence solution for Video-On-Demand services, analyzing key metrics such as impressions, click-through rates, and engagement to determine the best times for content releases and placements.

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Solution

01

Audience Planning Platform

The platform allows marketers to segment audiences based on over 100 demographic, behavioral, and interest-based factors. Integration with multiple third-party datasets enables accurate targeting and campaign optimization.

Key capabilities:

• Granular audience segmentation including interests, behaviors, and demographics
• Integration with Nielsen, Prism Intelligence, Claritas, and other datasets
• Simplified campaign planning and targeting similar to Google and Facebook Ads

02

Audience Buying and Targeting Platform

This platform enables marketers to purchase audience segments and launch ad campaigns efficiently. Machine learning automates selection and optimizes campaign outcomes, while a unified interface supports creatives, scheduling, and approvals.

Key capabilities:

• Fast ad campaign planning and submission
• Machine learning-based audience optimization
• Centralized interface for campaign management, scheduling, and approvals

03

VOD Reporting Software

Provides analytics for subscription video metrics, including impressions, click-through rates, engagement, churn, acquisition, and retention. Dashboards guide marketers on best release times and content placement to maximize viewer reach.

Key capabilities:

• Tracking of key VOD metrics
• Insights for content release optimization
• Automated reporting to reduce manual data processing

Results & business impact

Cost and Time Savings

Automation of data processing and analytics reduced the time and cost required for extracting and analyzing big data manually.

Improved Data Accessibility and Maintenance

Centralized data storage allowed for easier access and maintenance, eliminating frequent data requests and providing immediate access for the company’s team and trusted third parties.

Enhanced Business Performance

The implementation of advanced data management and machine learning techniques significantly improved marketing campaign performance and content planning efficiency.

Stock Market Value Growth

The R&D program introduced innovative solutions for handling big data, leading to better performance-driven marketing and a noticeable increase in stock market value.

Public Relations and Employer Branding

The use of cutting-edge technology strengthened the company’s public image, positioning it as an industry leader and attracting top talent to its development team.