Havas Media Group

Media company uses data integration to increase effectiveness of client advertising campaigns

ビジネス目標

Havas is one of the world’s largest global communications groups. Its large roster of high-profile clients depend on the company’s media division to design and deliver highly effective advertising campaigns on their behalf.

While Havas had campaign data dating back 15 years, there were still analysis gaps. The company needed a way to determine the key parameters that impelled consumers to interact with any given advertisement. It also needed a way to analyze customer lifetime value for individual client campaigns.

インテグレーションの挑戦

The technology challenges for Havas seemed steep:

  • Accessing data that resided in dozens of sources, both internally and within its clients’ organizations — with new sources continually being added
  • Identifying all the variables that might lead to greater consumer interest and increased memory retention
  • Identifying data sources that accurately track those variables
  • Integrating that data with their existing advertising reporting data
  • Correlating the results and looking for patterns of influence
  • Making this new data available to anyone within the organization

Boomiの支援

With Boomi Data Catalog and Preparation, Havas was able to integrate all of the data sources — from both client CRM data and dozens of other data sources — on its Hadoop infrastructure.

Business users within Havas no longer need to involve the company’s data platforms team to get the data and the analytics they need. With Boomi’s self-service capabilities, users can select different data sources themselves, then combine and explore the data using their visualization tools.

結果

Historically, the process of integration would have involved many meetings before data was available for analysis.

Now, with Boomi Data Catalog and Preparation, Havas has a holistic picture of what influenced consumers to interact with a specific advertising campaign. Havas employees can quickly analyze these campaign influencers and optimize both creative and media placement to increase the connection between its clients’ brands and consumers. This responsiveness has allowed Havas to differentiate itself as a service organization.

quote Boomi allows us to hide all of the complexity of the underlying data. quote
— Sylvain Le Borgne, Executive Vice President, Global Head of Technology, Havas Media Group