The Situation
Extracting Meaningful Insights from Complex Data
Recently, we worked with a global social networking platform that conducts regular research on various themes, from political to cultural, including fashion and celebrity topics, in several countries worldwide.
Typically, this information is used to package their audience data for sale to advertisers and media agencies. In order to optimize the commercial value of this data, the platform has a dedicated research team that coordinates the ongoing management and data-mining of these surveys.
This process requires precision and continuous refinement. With new files becoming available almost weekly, staff must systematically integrate additional data into existing sets to ensure comprehensive coverage over the designated timeframe.
The Challenge
Too Many Dependencies Lead to Inefficiency
Reliance on third-party data loaders led to several inefficiencies that cascaded through the business.
Since access to the data was routinely delayed, the research department was increasingly pressured to deliver actionable survey results to their sales team on tight deadlines. Complicating matters, the survey results provided by the data loader were often presented in one presentation with only a few key highlights.
These problems resulted in a high-pressure environment where rapid staff turnover became the norm, and managers constantly had to spend time training new hires. Ultimately, the business became locked in a cycle in which vital information was delayed by third-party suppliers.
The leadership wanted to load the data in-house to expedite data packages for media agency clients. This required an insights platform that would allow them to analyze the results against various audiences and data points themselves. By addressing these challenges, they hoped to position the research and insights department to deliver better against the sales team’s deadlines.
The Solution
Transforming Research into Revenue
After a rigorous RFI process, the social media platform implemented TelmarHelixa’s Explore and DataLoader solutions.
The social media company’s insights and research department gained full control over their data, seamlessly loading their own surveys into an insights platform. This newfound autonomy enabled them to develop highly relevant sales packages for the media industry with greater speed and efficiency, ultimately driving a measurable increase in revenue.