It’s been a common refrain for years that many organizations would like to become low-latency enterprises but can’t, because their business processes and operational systems are not equipped to handle data on a real-time basis. Here at Truviso, we’re finding that enterprise customers in Internet, mobile and other digital services are beginning to realize new revenues and competitive differentiation from real-time analytics.
For example, I was talking recently with a VP at a large online ad network. Their existing models that were driven by batch-mode analytics degrade very very quickly. Real-time is particularly important because his user population changes so frequently, as publishers modify the percent of their spend on his platform compared to his competitors. Â In order to survive and adapt to the speed of the market they need Continuous Analytics.
Advantages include real-time impression-based bidding – a big plus for his media buyer customers compared to static bidding – and better ability for him to monetize inventory that would otherwise go unsold. Combining real-time impression attributes with proprietary client data from the last 90 to 120 days offers a complete user picture. Continuous Analytics enables a competitive advantage for inventory management, ad serving, targeting and reporting.
What are ways that real-time data would have a material impact for your business? Let me know what you think.
Features and Benefits