Developing Cohesive Business Intelligence Function
Challenge
A leading Fortune 500 media organization, with multiple online properties and consumer-facing brands, needed to improve visibility into its business operations and performance and to gain a deeper understanding of its customer base.
Solution
Staffed a team of business intelligence (BI) experts who:
Defined the future-state organizational model, working with executive and HR teams to define roles, write job descriptions and recruit talent to staff the organization
Laid the foundation for effective data governance and data management, establishing corporate standards and data definitions to provide a “single version of the truth”
Managed the evaluation and selection of vendors for web analytics, research, and BI tools through a focused set of requirements and detailed evaluation criteria aligned to business objectives
Managed relationship with the company’s IT department to integrate internal and third-party data sets and onboard new technologies, including those needed to support mobile, video, and rich media
Outcome
A strong and sophisticated BI platform allowed the network to optimize performance. Results included:
Improved executive reporting leading to better decision making across business units
Drove increased customer acquisition and refined acquisition marketing techniques
Developed churn models leading to better forecasting
Created detailed value add customer analysis including lifetime value, contribution, and attribution