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Article

Why Communications and Media Companies Like Data Virtualization

When your product is information

In many industries, information supports the business.

However in communications and media companies, information is the business.

With an array of new technology advancements at every turn and customers just a click away from your competitor's offering, maintaining a compelling experience is vital.

Silos, Silos, Silos
To respond to this dynamic business and technology challenge, communications and media companies have made significant IT investments.  These and multiple mergers have resulted in numerous data silos and incredible IT complexity.  As a result, communications and media companies are seeking new ways to integrate and leverage these vast amounts of data.

Data Virtualization Solutions for Communications and Media Companies
Communications and media companies, such as AT&T, Bell Canada, Comcast, CondeNast, Nielsen, Scripps Networks, TELUS, Time Warner Cable and TurkCell rely on the data virtualization platforms to provide the dynamic and diverse information required across a range of strategic initiatives and business-critical IT projects.

Data Virtualization at Work in Communications and Media Companies

  • Flexible Ratings Data Analytics - To enable their TV network customers to respond faster to viewing trends via more robust ratings analysis, this marketing information company used Composite Software's data virtualization platform.  Results included a 50% faster response to new data requests, 80% faster reporting runtimes, improved customer satisfaction and 250% payback in nine months.
  • Media Access and Ad Sales Reporting - To improve sales teams' productivity, this lifestyle cable media company used Composite Software's data virtualization platform to combine data from disparate media access and ad sales management systems. Results included a 2% increase in ad sales with payback in four months.
  • Magazine Merchandizing Portal - To increase sell thru, product profitability and sales productivity for single copy magazine sales, this US distributor used data virtualization to provide a real-time view of point-of-sale scan, order management, and CRM data for their sales teams.  Results included a 5% increase in product profitability with payback in three months.
  • 360° View of Cellular Customer Data - To maximize revenue per customer and customer service levels, this European mobile phone operator used Composite Software data virtualization products to combine customer service data from their customer reporting data warehouse, billing data from their financial systems, and call and configuration data from their operational support systems to deliver a 360o view of customers to their customer service representatives.  Faster issue resolution and more productive up-sell programs reduce churn and increase revenues.

Data Virtualization Bottom-line Results
Data virtualization is a more agile, lower cost data integration approach that successfully addresses today's complex multi-media data silos and delivers significant business benefits including:

  • Increase Revenues - Expand and enhance information content to add value and improve differentiation;
  • Improve Productivity - Provide the viewer, reader, and listener information that programmers and product managers require;
  • Reduce Costs - Avoid long data integration development cycles and excess data replication;
  • Decrease Risk - Keep pace with rapid technical innovation and ever changing consumer tastes; and
  • Ensure Compliance - Meet FCC and EU compliance data requirements faster, for less.

More Stories By Robert Eve

Robert Eve is the EVP of Marketing at Composite Software, the data virtualization gold standard and co-author of Data Virtualization: Going Beyond Traditional Data Integration to Achieve Business Agility. Bob's experience includes executive level roles at leading enterprise software companies such as Mercury Interactive, PeopleSoft, and Oracle. Bob holds a Masters of Science from the Massachusetts Institute of Technology and a Bachelor of Science from the University of California at Berkeley.