IntroductionAs television audiences diffuse over hundreds of channels in the average home, brand advertisers struggle through the clutter to reach their target consumers. With the added complexity of time-shifted TV viewing it also has become very dif-ficult for networks or advertisers to know exactly what they are getting for the money they spend.

TRA adds the missing element in the TV buying and selling system by bridging the gap between TV audience and consumer purchase behavior. TRA Media TRAnalytics® patented business intelligence platform connects buyers and sellers of TV to information that reveals what products TV audiences are most likely to purchase.

While sample data only provides statistical estimates, the TRA approach enables highly accurate media analytics. By doing so, TRA clients enjoy an increased Return on Investment (ROI) for campaigns and spend. That advertising effectiveness is obtained, through a massive cross-correlation of data from dozens of sources, leveraging the Kognitio Analytical Platform. Without the obfuscation of arbitrary aggregation, it is possible to perform complex analytics on large and complex data sets and still get down to granular detail with unprecedented and reliable speed. This type of precision takes marketing ROI to a whole new level.

TRATRA allows organizations to measure the value of advertising by matching the advertisements received in a given home via TV and DVR set-top

boxes (whether they are TiVo or others) with buying behavior at the retail checkout counter. As a direct benefit, advertisers, media agencies and cable and broadcast companies can use the detailed and actionable insights and intelligence to support their media and creative decisions. This enables TRA clients – media, cable, TV net works, financial services, automotive and consumer packaged goods concerns – to show a quantifiable ROI for their marketing spend.

To offer this service, Media TRAnalytics™ records various kinds of information from the channels and programs watched, as well as the actual advertisements that were viewed by households. Moreover, it shows which advertisements were viewed, whether the viewer skipped an advertisement and at what point the viewer skipped to or switched channels. Armed with this data, Media TRAnalytics™ delivers the analyses to advertisers, broadcasters and media buyers and planners. TRA’s customers can determine which ads “hook” viewers, which cause them to switch channels and which ads cause them to win or lose in the battle to gain market share and to drive sales. Correlated with retail PoS data, TRA feeds this information back to the relevant marketing professionals so they can maximize their ROI.

TRA adheres to and exceeds all relevant guide-lines regarding privacy and security in acquiring, managing and accessing this data. There is never a time when the viewing data is stored with any data that would allow a household or any of the individuals in the household to be identified. TRA

The ChallengeLeading media and market research firm required a technology that could quickly match and analyze millions of households’ TV tuning data with consumer purchase data, to enable their advertising clients to find the right audience for advertised products.

The SolutionTRA implemented Kognitio to collect granular ad-viewing information from set-top units and integrate it with detailed point of sale data, producing customized reports in real-time.

The ROIKognitio enables TRA to successfully meet demanding client SLAs by providing analytical insights 300% faster, via comprehensive ad-hoc reports on full volumes of data in real-time.

“Kognitio gives us the chance to go beyond the confines of typical databases – we can now run queries and answer them in sub-second response times, we can do ad-hoc analyses ‘on the fly,’ and the scalability of the platform grows with our data volumes.”

Brian Canning | Chief Technology Officer | TiVo Research and Analytics, Inc. (TRA)

Kognitio enables real-time complex media analytics and advertising context for TiVo Research & AnalyticsAnalytics on tens of billions of events in seconds with NO DBA: Ease of use, flexibility, performance and scalability helps TRA grow its business

Case Study

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has taken the initiative to invest in and secure ISO 27001 certification. This certification indicates that TRA has passed a rigorous examination of their information handling processes and has been certified as being in compliance with the highest standards in the industry. TRA is committed to ensuring security and privacy in their operations.

ChallengeOffering this service requires a powerful analyti-cal engine that can load data in real-time and deliver analyses in seconds. TRA quickly reached the limits of their previous solution, a parallelized version of MySQL, which became too compli-cated to run, manage and administer; data had to be split, loaded and synchronized manually.

TRA evaluated conventional appliance and column-store databases, running an extensive proof-of-concept (POC) weighing across five distinct success criteria:

– Ease of use and installation

– Speed and simplicity of data load

– Complex query performance and flexibility

– Effortless integration with existing ETL and .NET applications

– Linear scalability

They had to find a solution that would give them the fastest processing time, immediate access to data and the ability to easily scale incrementally as data volumes grew. The solution also needed to seamlessly support

the TRA application built in .NET Visual Studio, through standard interfaces.

SolutionKognitio took minutes to install on the initial instance – software, client tools and data. Ad-hoc queries for “on the fly” analysis were up and running with triple the performance of any previous test, returning queries in under five seconds that previously took days to run.

Loading data into memory for real-time process-ing enabled ETL flexibility and reduced the IT effort related to data placement and administra-tion. The ability to do transformations in Kognitio significantly increased workload capability and efficiency. Kognitio saved time for the TRA operations team, avoiding the need for laborious pre-processing and keeping the path between the receipt of data and creation of insights on it. Leveraging industry-standard servers from a private, co-located hosted environment, TRA can accommodate 5 TBs of data in-memory today and much more in persistent storage for back-up. Owing to the lack of proprietary hardware requirement, initial deployment even began by reusing existing servers. This setup enables TRA to grow that environment linearly, in line with the needs of the business, secure in the knowledge their investment is safeguarded. As data sets grow, there is no need for “fork-lift upgrades” – hardware is added incrementally and performance scales.

Overall, Kognitio was the chosen solution because it was the easiest to deploy, able to load data from any and all sources the fastest, run complex analytics on Big Data in real-time, seamlessly integrate with legacy systems/ existing applications and was the most cost-effective platform for future growth.

Conclusion Running cutting-edge analytics requires a cutting-edge solution. Organizations like TRA can’t rely on conventional database technology to enable innovative solutions for their business. In-memory, massively-parallel processing analytics enables the molecular granularity and colossal speed to fuel real-time data discovery.

Kognitio enables TRA to put extremely powerful media analytics in the hands of market experts, without extensive IT administration. That capability propels comprehensive ad-hoc reports that run up to 300% faster on full volumes of data in-real time. This cost-effective solution empowers TRA to successfully meet demanding client SLAs, expand their offering easily and focus on the core value they add as a leader in media analytics.

“The professionalism and willingness of Kognitio’s staff to make our implementation a success and get us into production as quickly as possible cannot pass by unmentioned. Their assistance in helping us has been second-to-none. We consider Kognitio to be a true partner.”

Mark Lieberman | Chief Executive Officer | TRA

“Our incumbent platform forced us to compromise on the types of analysis we could perform on the data without first performing complex offline analyses of the data… some of these processes could take several days to complete, including running updates on the data. Database performance was becoming a hindrance to our business.”

Brian Canning | Chief Technology Officer | TRA

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About KognitioKognitio is driving the convergence of Big Data, in-memory analyticsand cloud computing. Having delivered the first in-memory analytical platform in 1989, it was designed from the ground up to provide the highest amount of scalable compute power to allow rapid execution of complex analytical queries without the administrative overhead of manipulating data. Clients span industries, including market research, consumer packaged goods, retail, telecommunications, financial services, insurance, gaming, media and utilities.