H2O.ai > Case Studies > MarketShare Enhances Its Marketing Analytics Services Using H2O

MarketShare Enhances Its Marketing Analytics Services Using H2O

Customer Company Size

Large Corporate

Region

America

Country

United States

Product

MarketShare DecisionCloud
H2O

Tech Stack

Hive
Spark
SQL

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Productivity Improvements
Customer Satisfaction

Technology Category

Analytics & Modeling - Big Data Analytics
Analytics & Modeling - Predictive Analytics

Applicable Industries

Retail
Automotive
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Predictive Quality Analytics
Predictive Replenishment

Services

Data Science Services

About The Customer

MarketShare has been studying the challenges of marketing attribution and revenue optimization for more than 10 years. The company has released its industry-leading MarketShare DecisionCloud to help the world's biggest consumer and B2B brands connect raw data to information, knowledge, insight, and ultimately - action. Many of the world's leading enterprise brands ranging from Ford to Intel, Best Buy, Hilton, and MasterCard rely on MarketShare DecisionCloud to connect their marketing investments to revenue. One of the unique value propositions of the company is that it works across the entire marketing department, and all levels of the organization.

The Challenge

Cross-channel attribution, revenue optimization, and forecasting are among the biggest pain points in brand marketing today. Marketing teams need to see a complete picture of their effectiveness but are often limited to partial data in spreadsheets that take months to analyze. As a result, CMOs and analysts often throw darts in the dark when forecasting the outcome of their marketing investments - severely restricting an organization's ability to reach more customers and grow. Organizations are often buried under an avalanche of data, which is often collected on an automated basis, as a byproduct of everyday operations. The process of moving from 'insights' to 'prescriptive action,' as a result, becomes a major challenge.

The Solution

At the heart of MarketShare's DecisionCloud is a process of real-time modeling. The company relies on H2O's scalable machine learning platform to model its customer data, faster. MarketShare's model development process requires multiple layers. The team uses Hive, Spark, and SQL to process the data and then builds and runs models using H2O. "We run these models on different networks to get them running as quickly as possible," said Ramachandran, SVP and Managing Director, MarketShare. "We started the journey of finding the right solution in 2010. We started off with our own implementation - which is something that a lot of smart software engineers try. After realizing that we needed to pursue another path, we evaluated a number of vendors. We found that H2O was the fastest with its in-memory solution. We found that H2O was 10x faster than anything else out there."

Operational Impact

MarketShare's DecisionCloud has evolved from a measurement and optimization tool to a prediction and recommendation platform.
The platform helps marketing teams make decisions faster with cross-channel attribution, predictive insight, fast course corrections, and decision support.

Quantitative Benefit