#inspire14
Operationalizing Analytics to Empower
Customers and Frontline Employees
Patricia Pidgeon
Enterprise Automotive ...
#inspire14#inspire14
We bring advertising and marketing solutions to local marketers
Who Is Time Warner Cable Media?
Produ...
#inspire14#inspire14
TIME IS MONEY
#inspire14#inspire14
6 Hours
#inspire14#inspire14
#inspire14#inspire14
Right people.
Right place.
Right time.
#inspire14#inspire14
#inspire14#inspire14
50 Markets/ 12.5 MM Subscribers
#inspire14#inspire14
POLK app: Demo
#inspire14#inspire14
#inspire14#inspire14
Current Projects:
Where We Are Today
• Reports and maps
• TWC zone profiles with demographics and UEs...
#inspire14
THANK YOU!
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Inspire 2014 – Time Warner Cable Media: Operationalizing Analytics to Empower Customers and Frontline Employees

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Irrespective of the industry, all companies struggle to balance client service expectations with cost of service. In this session, hear how Time Warner Cable Media, the advertising sales arm of Time Warner Cable, provides enhanced service to its over 3,000 automotive clients while empowering its front line sales staff by putting the power of analytics directly in their hands. See how the company uses Alteryx analytic apps to help their automotive clients optimize their media mix, while providing frontline sales the ability to derive rapid insights, thus improving effectiveness and efficiencies for clients.

Patricia Pidgeon, Enterprise Director of Client Solutions, Time Warner Cable Media

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  • Lead a team responsible for developing the auto strategy for TWCM by utilizing cutting edge analytics and innovative audience measurement solutions. We are also responsible developing advanced research offerings for TWCM client’s and advertising partners, often leveraging Alteryx in the process.

  • We are the advertising sales arm of TWC.

    We manage and provide enhanced service to over 3000 automotive clients and empower our front line sales staff by putting the power of analytics directly in their hands.

    Our relationship with Alteryx started back in 2008 with mapping tool. Our partnership has grown because SPATIAL data is a defining feature of Alteryx and for TWC spatial data is a competitive point of difference as media provider.

    We provide geo-targeting ( zip code level, zone, super zone, DMA,) strategies and solutions for clients to reach customers in a specific place and precise moment in time.

  • This might be the first time you heard this expression today.—irrespective of the industry you work in all companies struggle to balance client service expectations with the cost of service.

    I’m going to dramatically show you and tell you what that means for TWC

    How we worked with Alteryx to develop an analytical app to:

    Help automotive clients optimize their media mix
    While providing frontline sales the ability to derive rapid insights, thus improving effectiveness and efficiencies for clients.

    Ultimately we make money when we increase sales selling time .








  • This is the average amount of time it took to complete and analysis and craft geo-targeting strategies for our automotive clients.
    POLK IHS is our primary data used to help our clients identify the best geo-targeting strategies for their business.

    We rely on data and technology to enable advertisers to capitalize on highly targetable, data to drive behavior of local audience to achieve their goals.
    And affect multi-media strategies

    Herein lies the problem: Research teams and analyst generating thousands of POLK presentations. Current method required manual run of reports and analysis from POLK HIS to generate a variety of reports and presentations–

    Single report / presentation took on average 6 hours (48 hour turnaround)= 18,000 hours for 3,000 automotive clients/ 750 hours ---teams of analysts


  • Put a plan into place—

    We rallied a multi-functional team together—

    We chose the largest category –sales organization with hundreds of feet on the street and 1000s of automotive clients.

    I championed the project/ cause.

    We hired Alteryx professional services (5 days) .
  • early version of the ‘module’ was a series of two chained apps.

    One app was able to map the locations of our clients and plot their store locations, and their competitors store locations.

    Another app; identified and aligned our zones with our clients

    6 month beta test successful in Los Angeles
  • Expanded to an Enterprise solution and expanded technology and capabilities to provide personal freedom and mobility to sales.

    Mini app developed to provide dynamic monthly data processing and updating from POLK’s ftp (data is cleansed and scrubbed every 15 minutes to ensure every client name and geography is displaying accurately.


  • WEB server is accessible everywhere from a TWC server .
    Log in & ID is required to access the app—reports run in less than 5 minutes.

    Sales : feels this is a compelling solution for all auto clients, to upsell them, and to provide strategic geo-targeting solutions and most of all frees up selling time.
  • Inspire 2014 – Time Warner Cable Media: Operationalizing Analytics to Empower Customers and Frontline Employees

    1. 1. #inspire14 Operationalizing Analytics to Empower Customers and Frontline Employees Patricia Pidgeon Enterprise Automotive Director Time Warner Cable
    2. 2. #inspire14#inspire14 We bring advertising and marketing solutions to local marketers Who Is Time Warner Cable Media? Product Value Proposition: - Targeted Advertisers - Cross-Platform 50 Markets / 12.5MM Subscribers Linear Spots Online Solutions Video On Demand
    3. 3. #inspire14#inspire14 TIME IS MONEY
    4. 4. #inspire14#inspire14 6 Hours
    5. 5. #inspire14#inspire14
    6. 6. #inspire14#inspire14 Right people. Right place. Right time.
    7. 7. #inspire14#inspire14
    8. 8. #inspire14#inspire14 50 Markets/ 12.5 MM Subscribers
    9. 9. #inspire14#inspire14 POLK app: Demo
    10. 10. #inspire14#inspire14
    11. 11. #inspire14#inspire14 Current Projects: Where We Are Today • Reports and maps • TWC zone profiles with demographics and UEs • Custom client mapping with demographics and thematic overlays • Rankers; zones, programming, Nielsen ratings • Kantar category competitive spend reports • Consumer Profiles • Category Tier Alignment
    12. 12. #inspire14 THANK YOU!

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