inspire 2013 - how valassis communications gets max results from big data and advanced analytics

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How Valassis Gets MAAX Results from

Big Data and Advanced Analytics

Robert Mincarelli

VP, Marketing Services Technology

Valassis Communications, Inc.

@ValassisVCI

Business Leadership track

March 7, 2013

10:15 – 11:00 am

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1. Introduction to Valassis

2. Defining the Challenge

3. Defining BIG Data and Strategic Analytics

4. Optimizing the Media Planning Process

5. Consuming and Analyzing BIG Data

6. Increasing Efficiencies and ROI

Welcome - Today’s Agenda

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Valassis is a leader in intelligent media delivery, providing over 15,000 advertisers proven

and innovative media solutions to influence consumers wherever they plan, shop, buy and

share. By integrating online and offline data combined with powerful insights, Valassis

precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale.

Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing

Services, Inc. Valassis consumer brands include RedPlum® and save.com. Its signature Have

You Seen Me?® program delivers hope to missing children and their families.

Approximately 7,000 associates in 28 states and eight countries, we continue to harness the

innovative, entrepreneurial spirit on which this $2.3 billion company was built in 1970.

About Valassis Communications, Inc.

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Support over 15,000 clients, working with

its 500+ member sales organization

• Clients range in scale from SMB to the enterprise;

across all industries.

• Product mix ranges from mail, newspaper and

digital media to integrated solutions.

For clients regional or national in scope,

each market requires a unique and hyper-

local approach

• Typically supported by manual-oriented media

planning approaches that are developed in weeks

not days.

The Valassis Challenge

How have customers expectations evolved?

• Develop media plans based on client’s Big Data

• Frequency of updates transition from annual to monthly

• Utilize the best mix of products and targeting to optimize market

level nuances

• Provide multiple “what-if” scenarios in collaborative planning

mode

• Complete it by the end of the week!

How does Valassis approach this challenge?

• 75 planners

• Multiple platforms

• Legacy of manual planning processes has evolved to an automated

solutions set

Defining the Challenge

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Defining BIG Data

& Strategic Analytics

Defining BIG Data at Valassis

Significant expansion to the breadth, depth and frequency

of data available that has created significant appetite for its

use and that challenge application levels.

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BIG Data Strategic Analytics Data Artisan

Expansive breadth, depth

and frequency of data

availability that has created

significant appetite for its

use challenging, and

sometimes frustrating,

application.

Advanced analytics drive

high level decision making

and strategy aligment and

comittment while

empowering a simple

notion, “Manage by Fact".

Brings insights to life

through creative mastery

of data, technolgy and

analytic process in

connection with business

challenges.

Customer Value

Media planning that is supported by unprecedented universe of data, intelligence and

analytic tools enabling marketing strategists (Artisans) to develop media planning scenarios, predict results, and evaluate and re-apply results in real-time.

The World of BIG Data and Advanced Analytics

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Media Planning Process

Data Reporting Analysis Channels Media

Sources

- Multiple

- Disperate

- External

Size and Frequency

- Often

- Vast

Complexity

- Structured

- Unstructured

- Thousands of formats

- Standard

Delievarbles

- Automated

- 90%

Standardization

- Customization

(repeatable and

scalable)

- Multi-channel

- Social

- Demographic

- Behavioral

- Geograpgy and

granularity

- Client’s (Hosted)

- Frequency

- Speed

- Learning

- Continuos

learning cycles

- It’s all in the

application of

lessons

- Print

- Digital

- Mobile

- Social

- Conumer

engagement

- P2P

Defining BIG Data and Advanced Analytics

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Media Planning Process

Data Reporting Analysis Channels Media

Sources

- Multiple

- Disperate

- External

Size and Frequency

- Often

- Vast

Complexity

- Structured

- Unstructured

- Thousands of formats

- Standard

Delievarbles

- Automated

- Customization

(repeatable and

scalable)

- Multi-channel

- Social

- Demographic

- Behavioral

- Client’s (Hosted)

- Frequency

- Speed

- Learning

- Print

- Digital

- Mobile

- Social

Value to Customers Interactive media planning supported by unprecedented universe of data, intelligence

and analytic tools enabling marketing strategists (Artisans) to develop media planning

scenarios, predict results, and evaluate and re-apply results in real-time.

Defining BIG Data and Advanced Analytics

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Optimizing the Media Planning

Process with the Valassis

Technology “Bundle”

Targeting and Advanced Analytics deliver extraordinary insight, predictive capabilities

and a competitive edge at Valassis through the Learn-Do-Loop Process. It is all supported

through an automated platform known as the Valassis Technology “Bundle”.

IMO – Integrated Media Optimization Media Planner’s Control Station

ME – Media Express Self Service, Remote, and Collaborative for Internal and External

Partners

ATP - Analytic Tool Platform (Alteryx) Automation of Customized, Repeatable applications

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Valassis Media Planning Foundation

Learn-Do

Loop

Discovery/Request for Targeting

What does the client need to do or change?

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Learn-Do

Loop



Performance Simulator

What do we have the can help?

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Learn-Do

Loop





IMO

What do we recommend?

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Learn-Do

Loop





Response Analytics and MAAX

What can we do to make

it work better?

IMO

What do we recommend?

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Key Market Trends:

• “Activation” is the goal of hyper-local advertising..

• Consumers are using more media channels along the “path to purchase”.

• Response measurement is driving continuous improvements to the local media mix,

replacing the traditional annual planning process.

• Responsive Planning Process has tolerance only for “Real Time”

Valassis Integrated Media Optimization - IMO

The IMO Process:

• In-depth discovery of specific goals and desires.

• Analysis of consumer database and target audience.

• Value score every geounit of interest to the client.

• Consider every Valassis media that touches a scored geounit.

• Look at every combination of media and pick the best option.

• Deliver 3 “what-if” scenarios.

• Deliver in days versus weeks.

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Key Market Trends:

• Near Time response

• Mobile

• Self service – Sales, CS and Clients

• Answer to the question or problem in minutes/hours vs. days/weeks

• Self serve platform – 900 users

• 30,000 plans annually

• Produces results in minutes

• Lap top and tablet capable

Valassis Media Express - ME

The ME Process:

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Key Market Trends:

• Custom, custom, custom

• Single user focused, but empowers creative license and taps talents

• Great “sandbox”, but development in the “App of choice”

• Not scalable throughout enterprise

The ATP Process:

• One platform, one sandboxes

• Creative license still applies and is expected

• Apps are in one sandbox environment

• transferable, encourages best practice sharing

• Customized, yes...but repeatable and transferable

Valassis Analytic Tool Platform - ATP

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Valassis Response Analytics and Predictive

Capabilities - MAAX Marketing and Advertising Accountability Experts (MAAX)

• Evaluate every aspect of media results to continuously improve customer’s ROI.

• Employ best in class applications:

• Behavioral data

• Media optimization technology

• Proprietary predictive tools

• Accelerate improvement processes with the Valassis Learn-Do-Loop.

• MAAX powered by Alteryx

Response Analytics and Predictive Capabilities - MAAX

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A big project load with BIG data challenges is made

efficient through the automation of the science and

empowering of the Artisan with IMO and Alteryx

Consuming and Analyzing

BIG Data

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Standardized

0 20,000 Annual Projects

Com

ple

xit

y

Valassis automates the “Science” and enables the

“Art” for greater efficiency and speed to market

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Standardized


Com

ple

xit

y



IMO

Automates standard

best practices and

enables Artisan’s

strategy & insights.

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Standardized


Com

ple

xit

y



IMO

Automates standard

best practices and

enables Artisan’s


ATP - Alteryx Automates non-standard

best practices and

eliminates “Rouge” tools.

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Standardized


Com

ple

xit

y



IMO

Automates standard

best practices and

enables Artisan’s


Alteryx

Automates non-standard

best practices and

eliminates “Rouge” tools.

Project Turn Time Reduced by 35% over 3 years

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Increasing Efficiencies and

ROI

Specialized capabilities come to life quickly

supported by embedded development expertise

and the right tools.

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Top Hispanic Market Potential Enabled through

Alteryx Strategic Analytics 0-10 in 60 Seconds

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The ‘1-2 Punch” of IMO and Alteryx

Identifying Neighborhoods through Hispanic IMO English Dominant

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Spanish Dominant


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Spanish Dominant


Using the 1-2 punch of IMO and Alteryx, Valassis responds

quickly to growing opportunities with Hispanic consumers.

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BIG Data, big variety, drive steep increases in client

data usage and the automation of the platform

ensures standardized deliverables.

Technology Solutions

Increasing Efficiencies and ROI

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DATA INFORMATION

• Hosting

• Enhancement

• Management

• Mining

Valassis

Client Data

DBM 1.5

Solutions Model

Thousands of different formatted client data files move

into and through the Valassis Media Planning Process flow

INSIGHT

• Analysis

• Modeling

• Simulation

• Prediction

IMPLEMENTATION

• Planning

• Placement

• Tracking

• Retargeting

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DATA INFORMATION

• Hosting

• Enhancement

• Management

• Mining

DBM 1.5, developed in Alteryx,

supports the front end “ingestion” and

data normalization processes for all

client level data files brought into the

Valassis Media Planning environment.

Valassis

Client Data

DBM 1.5

Solutions Model



INSIGHT

• Analysis

• Modeling

• Simulation

• Prediction

IMPLEMENTATION

• Planning

• Placement

• Tracking

• Retargeting

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DATA INFORMATION

• Hosting

• Enhancement

• Management

• Mining

Standards and automated

reporting thru Alteryx wizards

produce a productivity savings

estimated at 15%.

DBM 1.5, developed in Alteryx,

supports the front end “ingestion” and

data normalization processes for all

client level data files brought into the

Valassis Media Planning environment.

Valassis

Client Data

DBM 1.5

Solutions Model



INSIGHT

• Analysis

• Modeling

• Simulation

• Prediction

IMPLEMENTATION

• Planning

• Placement

• Tracking

• Retargeting

Thank You!

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Robert Mincarelli

VP, Marketing Services Technology


@ValassisVCI

inspire 2013 - how valassis communications gets max results from big data and advanced analytics

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