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Challenge

Leading Italian publisher, GEDI Group, and its advertising salesagency, Manzoni, have committed to becoming a data-drivencompany. A deep advertising transformation program ishelping them adopt new digital models, both in the traditionaland digital ad business. GEDI has chosen Accenture as itsconsulting and technology partner for this challenging journey.

 

As the first step of its transformation journey, Manzoni wanted to use Artificial Intelligence to better monetize digital content for both ad-funded and pay business models. The key enabler of this strategy would be the ability to identify highly-qualified audience segments—by age, gender, interest, etc.—and target them with extremely accurate advertising campaigns and tailored content services.

Striking the balance between traditional and digital

Global internet-based advertising revenues are soon expected to surpass non-digital. Frustratingly for traditional ad providers, internet revenue growth is being dominated by a handful of OTT digital giants who are leveraging their ability to target and personalize ad campaigns to individual consumers. What’s more, new ways to buy digital advertising inventories—e.g., programmatically—have set new benchmarks for efficiency.

 

Unless they act quickly, most traditional publishers and TV companies will see advertisers’ dollars move to competitors’ digital platforms. But with the right operational, organizational and technology strategy, those companies can do more than play defense. They can drive new revenues that combine traditional with digital, and adopt new digital operating models for both.

 

Manzoni knew that Accenture’s deep experience transforming businesses through digital disruption would speed it to its goals.

Strategy and solution

Monetizing data with advanced analytics

Accenture injected its experience in media industry datamonetization and its advanced analytics assets into Manzoni’stransformation. The company could build on Accenture’s successfultrack record in advertising and content use cases. Accentureenabled Manzoni to collect data from any internal or affiliate digitalproperty, enrich them with first-party data, build highly-qualifiedmicro-segments (based on factors such as age, gender andinterests), and monetize them through highly—tailored advertisingB2B products and B2C digital marketing actions.

The result: higher ability to target narrowed and qualified audiencesegments, driving higher monetization of Manzoni’s digitalinventories.

The required capability comprised a combination of advancedanalytics assets and data scientist skills, verticalized for the mediaindustry—a scarce resource in the market.

The Data Monetization Engine and AMAP

These results have been achieved thanks to Manzoni’s adoptionof high performance machine-learning algorithms provided bythe Data Monetization Engine, which is one of the key moduleswithin the Accenture Multimedia Advertising Platform (AMAP).Accenture Applied Intelligence data scientists then tailored theengine to Manzoni‘s specific needs with specialized use cases forthe media and advertising industry

AMAP’s Data Monetization Engine uses state-of-the-art,open-source technology to deliver agency-certifiedmachine-learning algorithms and a set of predefineddashboarding and reporting tools for activation, as well as cloudinfrastructure to help minimize operational costs at scale.

Unlocking new outcomes with Applied Intelligence

Accenture’s Applied Intelligence data scientists combined industry and analytics expertise with machine-learning algorithms to help Manzoni apply new intelligence across its business and drive more valuefrom its advertising.

Predict

Qualify audience micro-segments andpredict advertising inventories with a highdegree of accuracy.

Boost

Qualify the general audience’s propensityto subscribe to the digital version of thenewspaper, boosting paid readership.

Understand

Define the churn, upselling andcross-selling tendency of the existingsubscriber base.

Transformation

With Accenture’s platform and services, Manzoni has already doubled its forecast accuracy over theincumbent provider. With its increased ability to qualify users, Manzoni can now justify higher premiumpricing and reinforce its leadership position.

80%

Manzoni can now predict gender with an 80% average precision rate (certified by Comscore and Nielsen).

180

This project identified 180 commercial segments (based on IAB standard).

80%

Manzoni saw an 80% increase in its inventory forecasting accuracy vs their current inventory management system.

Related capabilities

Accenture Consulting

Enables new business models tailored to media clients, using our Center of Excellence for Comms&Media.

Multimedia Advertising Platform

Supports ad sales and monetization, to forecast qualified impressions and preferences on any medium.

Accenture Applied Intelligence

Helps clients apply new data science and set up intelligent infrastructures powered by Google cloud technology.

Accenture Applied Intelligence Platform

Makes cloud infrastructure set-up easy and minimizes operational costs at scale, with Google cloud technology.
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