Alteryx > Case Studies > NOVUS NEXT Leverages Alteryx for Rapid Media Planning and Data Analysis

NOVUS NEXT Leverages Alteryx for Rapid Media Planning and Data Analysis

Technology Category

Application Infrastructure & Middleware - Data Exchange & Integration
Application Infrastructure & Middleware - Middleware, SDKs & Libraries

Applicable Industries

Buildings
Cement

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Building Automation & Control
Time Sensitive Networking

Services

System Integration
Training

About The Customer

NOVUS NEXT is the most recently formed division of NOVUS Media, a marketing service provider specializing in local media planning and buying across the United States and Canada. They focus on multimedia planning and digital strategy using data and analytics custom tailored to their clients’ specific needs based on their local geography. Their core purpose in analytics is to help their clients make better marketing decisions. They analyze over 50,000 syndicated data points on top of their clients’ data and KPIs to help their people make informed decisions quickly.

The Challenge

NOVUS NEXT, a division of NOVUS Media, specializes in multimedia planning and digital strategy using data and analytics tailored to their clients’ specific needs based on their local geography. The team was analyzing over 50,000 syndicated data points on top of their clients’ data and KPIs to help make informed decisions quickly. However, before the launch of the NEXT division, the team spent more time setting up everything to prepare for work, rather than getting work done. They were inundated with time-consuming ad hoc requests and needed a way to automate their processes to make their job sustainable and scalable. They needed a solution that could help them build a reusable framework that ties ZIP codes, client data, and consumer data points together to create meaningful local context to assist their media strategists in determining the why and how essential to good media plans.

The Solution

NOVUS NEXT turned to Alteryx, a data analytics platform, to automate their processes and analyze data more efficiently. Alteryx Analytic Process Automation Platform™ helped them complete complicated tasks in a matter of minutes instead of hours. They built a reusable framework that ties ZIP codes, client data, and consumer data points together to create meaningful local context. This framework assists their media strategists in determining the why and how essential to good media plans. Whether a client has 30 locations in 10 markets or 3,000 locations in 210 markets, they can apply the same local analytics lens to the plan more sustainably. They are able to prioritize the best geographies for investing media by applying all this data to a client’s physical location and trade area, and they can do this at scale without coding because of Alteryx. They can also visualize all of it in Tableau thanks to the easy integration between platforms.

Operational Impact

The use of Alteryx has resulted in significant time savings, greater efficiency, deeper understanding at scale of third-party data, and the ability to adapt fluidly to evolving data strategies. The team has moved from being siloed to functioning as a cohesive unit. More and more team members across the NOVUS organization are upskilling themselves by taking advantage of the analytical resources at their disposal. They have started a training and mentorship program, encouraging people to get licenses and learn to use Alteryx. This has resulted in team members who started off asking questions, building their own advanced apps and workflows. The team is now able to be responsive to constantly changing client priorities and produce trusted results without starting from scratch every time.

Quantitative Benefit