Hyper-Targeted Advertising with Infopro Digital

See how one global media company transformed its organization around data to deliver one of the most advanced business-to-business advertising targeting engines on the market.

Effective data-powered advertising is the cornerstone of the news and entertainment industries, so media companies are always looking for new ways to better target consumers. Oftentimes this is through a comprehensive service that integrates data from a variety of sources, allowing for a complete understanding of audience information, content preferences, and advertising consumption behaviors.

 

But in a constantly evolving industry and an increasingly competitive market, the world of advertising also continues to change, and winning requires ever more sophisticated and data-driven segmentation strategies. Developing an effective, integrated multimedia advertising platform requires completely new skills, resources, processes, and technology. So how can companies today offer an advanced advertising platform that allows customers to easily target their most lucrative and captive audience?

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Infopro Digital is a cross-media company founded 
in 2001 that focuses on media outlets, events, 
lead databases, and lead generation. The company has about 2,800 employees with a turnover of around €360 million. They manage 50 media outlets, as well as 300 events annually. Infopro Digital is a worldwide company, but they are especially prominent in the United Kingdom, China, Spain, France, and the United States.

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Infopro Digital provides business-to-business digital media outlets with advertising space on these sites. To differentiate itself from the competition, Infopro Digital wanted to offer more advanced targeting options to its advertising customers. For example, instead of doing basic category targeting (like showing aerospace ads in the aerospace section of a website), they wanted to leverage the user’s navigation path and behavior to more accurately target those who may be interested in a particular ad, wherever they are.

 

This advanced targeting requires experienced technical teams to handle a vast data lake. But despite the highly technical environment, Infopro Digital’s marketing teams needed to be able to handle the queries and most of the day-to-day work themselves without the help of IT every time. The marketing teams had some prior knowledge of processing data using Microsoft Excel, but they were frustrated by its computing and speed limitations.

On top of these challenges, Infopro Digital also knew they wanted to develop any new processes and skills within the company (as opposed to hiring third-party contractors) to keep costs and production delays low.

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Thanks to Dataiku, Infopro Digital’s teams developed a solution that satisfies all of their requirements while also keeping ultimate control over the data in the hands of the IT team.

Dataiku really helped Infopro Digital keep a competitive advantage in the advertising market; we can now offer advanced targeting options in a snap. We now plan to expand our use of Dataiku to new markets and to our data business.

Clément Delpirou
Chief Digital Officer at Infopro Digital

With Dataiku, Infopro Digital developed a solution where:

  • The IT team can make data available to analysts after only a few transformations thanks to reference datasheet sharing.
  • From a technical standpoint, IT teams at Infopro Digital can take advantage of Dataiku’s customizable capabilities and the ability to keep some freedom in terms of coding.
  • CRM, accounting, and external datasets are consolidated thanks to Dataiku’s focus on dataset centralization.
  • Non-technical teams (like marketing) can build their skills and scale their efforts thanks to an intuitive, visual point-and-click interface. Longer term, the goal is to have them efficiently and independently leveraging website clickstreams and HDFS datasets.
  • Data analyst teams can create reports and offer targeting samples within two hours, work that used to take them three days.
  • Infopro Digital has been able to empower existing staff by internalizing the whole process.

Thanks to its data-driven transformation using Dataiku, Infopro Digital is now running one of the most advanced business-to-business advertising targeting engines on the market.

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