Manzoni partners with Accenture to reinforce its leadership position in advertising, leveraging the power of data and artificial intelligence.
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 data monetization and its advanced analytics assets into Manzoni’s transformation. The company could build on Accenture’s successful track record in advertising and content use cases. Accenture enabled Manzoni to collect data from any internal or affiliate digital property, enrich them with first-party data, build highly-qualified micro-segments (based on factors such as age, gender and interests), and monetize them through highly—tailored advertising B2B products and B2C digital marketing actions.
The result: higher ability to target narrowed and qualified audience segments, driving higher monetization of Manzoni’s digital inventories.
The required capability comprised a combination of advanced analytics assets and data scientist skills, verticalized for the media industry—a scarce resource in the market.
Strategy and solution
Monetizing data with advanced analytics
Accenture injected its experience in media industry data monetization and its advanced analytics assets into Manzoni’s transformation. The company could build on Accenture’s successful track record in advertising and content use cases. Accenture enabled Manzoni to collect data from any internal or affiliate digital property, enrich them with first-party data, build highly-qualified micro-segments (based on factors such as age, gender and interests), and monetize them through highly—tailored advertising B2B products and B2C digital marketing actions.
The result: higher ability to target narrowed and qualified audience segments, driving higher monetization of Manzoni’s digital inventories.
The required capability comprised a combination of advanced analytics assets and data scientist skills, verticalized for the media industry—a scarce resource in the market.
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 value from its advertising.
Predict
Qualify audience micro-segments and predict advertising inventories with a high degree of accuracy.
Boost
Qualify the general audience’s propensity to subscribe to the digital version of the newspaper, boosting paid readership.
Understand
Define the churn, upselling and cross-selling tendency of the existing subscriber base.
Transformation
With Accenture’s platform and services, Manzoni has already doubled its forecast accuracy over the incumbent provider. With its increased ability to qualify users, Manzoni can now justify higher premium pricing 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.
Source: https://www.accenture.com/tw-en/case-studies/communications-media/manzoni
