Prev: Return valuse based on multiple "if exists' conditions (Advanced)
Next: Convert numeric grade to letter grade
From: JTP PR on 7 Feb 2010 00:25
Yellowfin Business Intelligence an entirely new dimension in Location
Intelligence has provide Jet Interactive with a significant
competitive advantage. Australia’s leading inbound number provider
has implemented Yellowfin’s integrated Business and Location
Intelligence to its Call Tracker solution to extend the Marketing
analytics available to their clients.

Traditionally, customers conducting multi-channel marketing campaigns
have been able to analyse web data spatially in a limited way by using
tools such as Google Analytics but they didn’t have a similar tool
that would allow inbound call reporting.

Justin Graham, Jet’s CEO, had a vision to reshape the inbound call
provision market by allowing customer’s call data to be analyzed as
easily as their web data and with a far greater emphasis on the
spatial component. He sought a solution that would use GIS to allow
customer’s to visualize their call data and regional statistical and
demographic data in conjunction with standard tabular data.

The inability of marketing professionals to access timely and accurate
data to track the effectiveness / ROI of their marketing campaigns had
long been a major problem that required a GIS solution. The challenge
was to find a solution that would be a combination of GIS and Business
Intelligence and could be deployed as a SAAS platform and that offered
the ease of use required by his target market.

Justin’s users are not GIS experts – they are business users typically
from the marketing department that want to view their data spatially
and have the ability to manipulate the spatial component of their
reports via the web. Having a desktop application was not an option –
delivery had to be via the web.

As part of what Jet does it collects tens of thousands of call data
records (CDR) for their customers per day, and these provide a
reference where the call came from – the originating exchange. Graham
knew that by taking this exchange data and overlaying the Australian
Bureau of Statistics data, his customers could also look into the
demographic profile of callers. Jet used a mapping service to geocode
all the 6000 exchanges across Australia to provide both centroid point
data as well as polygons for each telephone exchange. This was stored
as WKB geometry reference data in their call tracking data warehouse.
The MySQL data warehouse contains call summary data for each telephone
number used across all of the customers marketing campaigns.

Yellowfin’s approach to Location Intelligence is to tackle it from a
Business Intelligence perspective rather than the more traditional GIS
one. This means that the Yellowfin treats spatial data as another,
albeit complex data type that needs to be available for both tablature
as well as visualization based reporting. Yellowfin has developed
optimization techniques such as intelligent caching and multi-layering
to overcome the performance issues that non-GIS tools often have when
rendering large multipolygons. This innovation means that not only
are the queries not slowed down by grouping on geometry, but the
geometry data need only ever be brought back from the database once.
The result - reports that are incredibly fast to run – something,
which web users simply expect.

By using Yellowfin the difficult issues with combining disparate
datasets, spatial and non-spatial, into easy to use reports were
solved. Yellowfin’s unique ability to not only query traditional BI
data but also render spatial data such a point and polygons has
enabled Jet to merge their call data seemlessly with census data and
provide their customers with an unparalleled level of data
visualisation and understanding of their callers demographic profile.

Graham says “Yellowfin’s integrated Location Intelligence allowed the
call data to be analyzed as easily as web site traffic”, explaining
that he sought a solution that would use maps to allow his customer’s
to visualize their call data and regional demographic data in
conjunction with standard tabular data. “Many providers offer their
clients basic inbound statistics, but this misses the rich insight
that can be gained when including spatial data into the analysis,”
says Graham. “The benefit that we got with a product like Yellowfin
was that it all came out of the box – fully integrated. This allowed
us to rapidly develop a highly interactive portal for our customers
who are not GIS experts but business people who simply need to
visualize their data spatially”.

Integrated Location Intelligence has allowed Jet to create a more
sophisticated call analytics tool than what Google Analytics offers
because of the geographic and demographic data used. Customers can
see a range of integrated data for very small geographic areas,
increasing the level of complexity of analysis that can be conducted.

Life for marketing professionals has changed dramatically. They can
now generate accurate and timely reports that calculate the customer
conversion rate, where the call originated from, as well as showing
the demographics of that location. From here they can ask how does
this fit with our products positioning and branding? Will this call
have a higher conversion rate than other locations? What’s the
population density and does this impact the propensity to call?
Without call tracker’s spatial analysis they could not answer these
types of questions.

Since using Yellowfin for its Call Tracker solution, Jet’s customers
have the ability to query the “where” as well as the “what” and the
“when” from the call data collected, providing them with a distinct
competitive advantage and a tangible way to track and measure the ROI
of any marketing campaign and channel.

By combining Call Analytics with Location Intelligence, customers are
able to track the success of their traditional and online advertising
campaigns as they happen, allowing them to optimize their advertising
spend by region and population segmentation.

www.yellowfinbi.com
 | 
Pages: 1
Prev: Return valuse based on multiple "if exists' conditions (Advanced)
Next: Convert numeric grade to letter grade