Havas Media Improves Campaign Performance
Data science reuse, security, time savings, insights, client growth
Data has always been at the core of advertising and media buying, but today, using predictive analytics to transform data into meaningful media strategies is more paramount than ever. Digital media channels offer brands more opportunities than ever to engage with their audiences, and the data generated by online and mobile activity is increasing exponentially. When every click, like, and tweet adds to the digital trail, brands and agencies expect their media buying partners to be able to tell them exactly what they are getting for their money.
Data has always been at the core of Havas’ business. But as customer demands for insight into campaign performance increased with data growth, Havas realized it needed to streamline its analytics process. It relied on a team of SQL and SAS programmers to prepare, process, and analyze data, a time-intensive process that also locked analytic insights in a "black box" that only experts could access. Havas wanted both account teams and the clients to easily access and understand campaign insights themselves.
Havas selected the TIBCO® Data Science platform to give thousands of users across its global operation the ability to access, analyze, visualize, and understand data to improve campaign performance. It now builds analytics into every aspect of client services with its open data platform, Artemis. Powered by the TIBCO Data Science platform, Artemis provides a self-service environment where account teams can share their discoveries with clients and make tactical campaign decisions on the fly. "TIBCO Data Science helped us change the paradigm around data," says Sylvain Le Borgne, executive vice president of data platforms.
Broad Use and Improved Campaign Performance
The TIBCO Data Science platform helps Havas use data to solve business challenges with repeatable, operationalized, advanced analytics. It’s enabled the company to scale its analytics strategy from one that was the exclusive domain of data scientists to an organization-wide practice involving hundreds of account managers that work daily with clients worldwide. Unlike other solutions that focus primarily on algorithms, the TIBCO® Spotfire platform brings data, machine learning, and people together, enabling business and IT stakeholders, technical and nontechnical users, to take part in transforming insight into action to improve clients' campaign performance.
"In the past, data was a liability. Now, it's an asset," says Mr. Le Borgne.
Efficient Data Science Reuse, Better Results, Client Growth
With the TIBCO Data Science platform, Havas can deploy and run algorithms developed by internal or external data science teams, and store them in libraries for easy access and reuse. "Any process we build can be reused across operations, from one campaign to another or one media buy to another," says Le Borgne. "It's very important for us to move from one shot deployment to reusable processes. The TIBCO Data Science platform allows us to build a library of data flows that can be improved and reused to reach a very high level of result and provide our clients with growth."
Security, Time Savings, Flexible Querying
Without complex coding, scripting, or other type of transformation, TIBCO Data Science applies analytics to huge volumes of data that Havas gathers from dozens of digital and traditional channels, and eliminates "black box" analytics.
The platform also offers a layer of security, because without moving any data, it pushes the analytic computations to run directly within Havas’ 600 TB data warehouse. This feature allows the company to replace thousands of lines of code with simple drag-and-drop workflows, reducing time spent on analytics from months to hours. Because models for analyzing attribution, customer lifetime value, hypothetical campaign scenarios, and other metrics can be easily created and deployed without a lot of IT involvement, the TIBCO Data Science system provides tremendous flexibility for asking and getting answers to complex questions.
Havas is now using TIBCO Data Science to capture insights that previously were unavailable, including total lifetime value for prospects and segmentation analysis, which helps clients pinpoint which consumer groups to target with personalized offers.