CHARLOTTE, NC and BURLINGTON, MA--(Marketwired - Sep 8, 2014) - Media companies are increasingly using digital channels to improve their audience's experience and drive revenue. Faced with large volumes of data in the form of registrations, clicks, video views, purchase transactions, social activity, and ad impressions by channel, many struggle to capture and use this digital data to yield tangible business value. With the introduction of Quaero AdVantage(SM), an advertising and audience data management, analytics and reporting platform, media companies can better understand their audiences across devices, foster engagement, create richer experiences, and increase overall value.
AdVantage is a Cloudera certified platform built on Cloudera's Distribution of Hadoop. The platform can scale to accommodate massive volumes of primary and third-party data. By collecting, managing and linking this data across channels and devices, Quaero helps digital media companies create rich behavioral audience profiles to enhance personalization for improved targeted marketing and advertising, and to deliver more relevant content to the right audiences through the right channel within the proper context.
"In today's Big Data world, companies need integrated data management capabilities that not only scale, but are flexible enough to adapt to the rapidly changing demands of their market -- the media and publishing industry is no exception," said Tim Stevens, vice president Business and Corporate Development at Cloudera. "By combining the power of Cloudera's enterprise data hub with Quaero's AdVantage platform, digital media companies can transform their customer data streams into business insights that drive revenue."
With a unified audience profile that links consumption and interaction data across devices, companies can:
- Track audience consumption at the individual level through a "time spent" engagement metric
- Understand and measure cross-device behavior
- Find favorite content (shows, sports, editorial, etc.) through affinity scoring
- Evaluate the relative effectiveness of their marketing investment via social, search and third-party media buying
- Measure the value of their audiences -- at the individual level -- to determine contribution to revenue
AdVantage is further supported by accompanying analytic and strategy services and comes with pre-built data source adapters to Drupal, Adobe Analytics (Omniture), Doubleclick, FreeWheel, Google, Bing, Facebook, and both email service providers (ESP) and data management platforms (DMP).
"The challenge for most companies when they seek to capture and consolidate audience data is both the variety and volume of sources," said Naras Eechambadi, CEO of Quaero. "By bringing together all of that data in one cloud-based platform, digital media companies can not only bolster marketing programs, but also improve on-site registration, enhance content personalization, and inform media buying and product development. Also, they can use that data to create targeted advertising packages that deliver higher response rates for marketers and higher advertising rates for publishers."
To learn more about how Quaero helps companies in the digital media industry, visit www.quaero.com .
About Quaero At Quaero, we help our clients build long-lasting, profitable relationships with their customers.
Our scalable customer data management platform and advanced analytics capabilities ensure that insight derived from data guides every interaction across all channels. The result: better engagement, richer experiences, and increased customer value.
We are proud to partner with some of the best companies in the media, consumer, telecommunications, and life sciences industries. To learn more about us and the work we do, please visit Quaero.com , follow us on Twitter or like us on Facebook .
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