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2009 Vision Award for Business Impact
Category: Analytics
Implementation Site: TRA, Inc.
Solution Provider: Kognitio


Business driver: TRA delivers granular information and insights about television viewing and purchasing habits of viewers relating to advertisers so they can adjust their marketing spend to precisely reach their targeted demographics - in real time.

Benefits: Using WX2 from Kognitio, TRA decreased data management workload preparing and loading the database by 50-70% and correspondingly increased database availability with monthly report analysis reduced from 4 minutes to less than 30 seconds and in another instance of ad campaign analysis from 20 minutes to 25 seconds. This flexible approach to query processing fits into TRA's operational processes and requirements so ad hoc queries that used to be impossible to run now complete in just 30 seconds.

Business impact: The decrease in time to response resulted in a positive ROI in one month due to the combination of new clients, lowered analytical cycles and the ability to query larger data sets. The advanced capabilities of TRAnalytics will be able to fulfill their strategic goal of enabling granular analysis on a second-by-second household-by-household basis. TRA listens to the voice of their customer, making it possible for sales/marketing to offer a greater range of services to prospects, enabling the tech side of the house to deliver.

Judging comment: "The solution provided increased analytical efficiency for the business (back end to front end)."