Information Builders > 实例探究 > Yellow Pages Uses WebFOCUS to Demonstrate ROI to Advertisers

Yellow Pages Uses WebFOCUS to Demonstrate ROI to Advertisers

公司规模

1,000+

地区

America

国家

Canada

产品

WebFOCUS
Infopliance
Hadoop (Cloudera)

技术栈

Business Intelligence
Big Data Analytics
Hadoop

实施规模

Enterprise-wide Deployment

影响指标

Customer Satisfaction
Revenue Growth

技术

分析与建模 - 大数据分析
应用基础设施与中间件 - 数据交换与集成

适用行业

电信

适用功能

销售与市场营销

服务

云规划/设计/实施服务
数据科学服务

关于客户

Yellow Pages is a digital media and marketing solutions company that serves about 260,000 small and medium-sized enterprises across Canada. The company has transitioned from a print media company to one that offers a full spectrum of digital marketing solutions and services for businesses. The organization’s Customer and Advertiser Analytics group provides advertisers that run ads via the company’s web and mobile properties with information they need to measure return on their advertising dollars and track the success of their campaigns.

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挑战

Yellow Pages, a leading media and marketing solutions company in Canada, was faced with the challenge of harnessing big data to provide advertisers with a simple, intuitive way to access and analyze information about their digital marketing campaigns. The company had to manage more than 20 TB and 52 billion rows of data. The goal was to create a scalable, high-performance, customer-facing application that allows advertisers to perform deep analysis of results.

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解决方案

Yellow Pages chose the WebFOCUS business intelligence (BI) and analytics platform from Information Builders to support an application called YP Analytics. YP customers use this user-friendly dashboard to track interactions and measure key performance indicators focused on ROI and revenue. These analyses involve massive amounts of information and WebFOCUS integrates with Infobright’s analytic columnar database platform to accelerate query response times. Information from Hadoop is migrated to the analytic database platform, where it is compressed to an average ratio of 35:1. Yellow Pages uses Hadoop to cluster the entire table every day to ensure fast response times.

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运营影响

Data is compressed from 24 TB to less than one, dramatically accelerating response times.
By proving value to advertisers, Yellow Pages can drive better customer engagement to boost retention, revenue, and up-sell/cross-sell.
The user interface for YP Analytics is highly intuitive, consisting of reporting widgets that offer instant access to critical information.
Advertisers can also customize their views. For example, they can view activity by response channel (calls, interactions, visits), type of campaign (online, mobile, print, search engine) or line of business.

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数量效益

Approximately 52 billion rows (nine TB) of raw data are loaded and processed each day, containing a rolling 25 months worth of data.
Response times for both canned and ad hoc queries are in the sub-second range for small and medium-sized businesses. For large advertisers with thousands of merchants, the response time may vary from two to 10 seconds.

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