Faster, More Accurate Customer Segmentation

Dentsu Aegis is a media buying company that allocates advertisers’ budgets on campaigns across various media using targeted segmentation. When pitching their services to potential customers, the sales staff recommends specific segments that would be the best to target with a particular campaign to maximize return. After they make the sale, the teams need to be able to deliver on those promises and actually maximize return with effective segmentation. However, the department struggled to quickly provide segmentation recommendations to the sales team. The teams built a data lake to collect data from multiple sources, but actually using the data meant embarking on the painful process of writing new code (Python, Spark, or SQL) every time. Every time they had a project, team members had to write a query, get the results, analyze those results with another tool, and write more code to reprocess and use the data. Without an easy way to replicate past work, each project required them to start their process from scratch, no matter how similar two prospects’ or customers’ use cases were.

Dentsu Aegis Network Ltd. is a multinational media and digital marketing communications company headquartered in London, United Kingdom. It is a wholly owned subsidiary of the Japanese advertising and public relations firm Dentsu. Its principal services are communications strategy through digital creative execution, media planning and buying, sports marketing and content creation, brand tracking, and marketing analytics. Dentsu Aegis is a media buying company that allocates advertisers’ budgets on campaigns across various media (TV, digital, search, etc.) using targeted segmentation.