Strategy•Nov 30, 2012
Location3 Media Gains Competitive Advantage With Business Intelligence Strategy
Location3 Media (L3M), a Colorado-based digital marketing agency, provides innovative online strategies for its clients. L3M accomplishes this task by using proprietary statistical algorithms and advance analytics to offer clients actionable insights to optimize online marketing spend. Their search solutions increase awareness, drive traffic, optimize spending, and increase conversions. L3M continually analyzes and proactively adjusts clients’ campaigns as marketing goals change.
L3M desired to utilize and incorporate data from social networks (e.g., Twitter, Facebook, 4 Square, LinkedIn) to significantly increase the volume of data from APIs and third-party feeds that it already analyzes. However, its systems and tools for storing, analyzing, reporting, and using information required significant manual intervention and would not scale or allow for growth.
L3M engaged Credera to recommend and implement a prioritized implementation roadmap to meet its business objectives while continuing its day-to-day business without interruption. The strategy required a set of tools, technologies, and processes to allow for rapid consumption, aggregation, analysis, and reporting of large volumes of data from many different third-party APIs and data sources.
Credera completed a three week initiative leveraging a Strategic Planning Framework. Credera’s Business Intelligence team interviewed key subject matter experts and reviewed existing systems, materials, and data processes. The strategy resulted in prioritized business needs, a data source listing, and quality analysis. The team then analyzed reports, user interfaces, and software and hardware needs. A high-level architectural design including hardware recommendations was created. Finally, a strategy roadmap and implementation plan with future project iterations, time-line, and resources involved were developed.
Credera recommended an iterative implementation approach focused on stabilization, setting a good foundation, creating efficiencies, enhancing reporting, and improving integration points. The implementation plan allowed for incremental progress delivery every three to four months. L3M is working to complete the roadmap. Once it is complete, L3M will have a search data analytics solution enabling an efficient and scalable application providing competitive advantage.
Credera’s Business Intelligence team analyzed and reviewed L3M’s current technology state including: Microsoft technologies (e.g., SQL Server 2008 R2, SSIS, SSAS) for database storage, ETL processing, cubes, and Excel. The future state technology includes Microsoft SQL Server 2012, SSIS, and Tableau.