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Quaero helps clients such as ESPN, MSNBC, Keurig Green Mountain, and Bravo gain advanced insight into individual consumer behavior with AdVantage, a first party platform that uses digital data to drive revenue. This knowledge has been instrumental in helping brands improve acquisition, increase engagement across channels, and deliver revenue.

 

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Overview

Quaero helps clients such as ESPN, MSNBC, Keurig Green Mountain, and Bravo gain advanced insight into individual consumer behavior with AdVantage, a first party platform that uses digital data to drive revenue. This knowledge has been instrumental in helping brands improve acquisition, increase engagement across channels, and deliver revenue.

Digital media data such as online transactions, interactions, impressions, video views, responses, downloads, locations, and click stream data, can offer a more complete profile of a consumer and enable more accurate analytic models.

Solution

Cloudera’s enterprise data hub provided the flexibility, scalability, and performance to process behavioral data that traditional MPP systems weren’t built for. The data hub complements Quaero’s incumbent SQL Server environment, which is still used for mission-critical functions like master data management.

The Cloudera cluster enables the company to assimilate and analyze multiple petabytes (PB) of data, including nearly half a billion records daily from click streams. Trends and patterns uncovered can be combined with profile data (such as personally identifiable information, demographics, preferences) and offline data to deliver targeted insight into individual consumer behavior.

Customers interact with the data in Cloudera using analytics and reporting applications like R, SAS, and Tableau. Quaero analysts use Impala to perform SQL-on-Hadoop queries for data exploration and data modeling.

Quaero has offloaded many workloads from IBM Netezza appliances to a Cloudera enterprise data hub (EDH) in a strategic move that allows the company to process billions of new data points and gain a deeper, more accurate view of consumers and their behaviors.

Previously, we had to aggregate the data before we could run queries. With Impala, we can run queries against very low level data. A lot of analytic model building traditionally involves sampling. With the Cloudera platform, we can take the analytics to the data and run, build, and execute models on the full data set.

Dan Smith, Executive Vice President Product Development, Quaero

Impact: 200% Increase in Registered Users and Doubling CPM

As the platform manages both anonymous and identified data, Quaero can stitch together these disparate pieces of information, which helped one media and entertainment client identify new strategies to turn “casual clickers” into “engaged audiences” with substantial gains, including:

  • 250% increase in its active registered user base
  • 225% increase in content subscriptions
  • 300% increase in campaign response rates
  • Double the CPM (cost per thousand) for its ad packages

Our insight goes beyond just identifying an age and gender demo. Based on what content the person has navigated through, what she’s signed up for, and what she actually does online, we can target our ads based on predictive micro-segmenta­tions. This is very powerful and makes it more likely that the viewer will respond.

Dan Smith, Executive Vice President Product Development, Quaero