Alteryx > Case Studies > Veritone's Game-Changing Advertising Insights through Alteryx & AI

Veritone's Game-Changing Advertising Insights through Alteryx & AI

Technology Category

Analytics & Modeling - Robotic Process Automation (RPA)
Networks & Connectivity - RFID

Applicable Industries

Buildings
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Building Automation & Control
Time Sensitive Networking

Services

System Integration

About The Customer

Veritone, Inc. is a technology company specializing in artificial intelligence. They provide tools and SaaS products to help TV and radio stations prove advertising attribution to their clients. Their products include Attribute, which correlates radio and TV spots to online traffic for an advertiser’s website, and Discovery, which allows stations to track and verify ads. Within the company is a business unit that acts as a full-service, outcome-based advertising agency. This agency creates native and traditional ads for recognizable brands, utilizing traditional broadcast as well as newer media such as streaming, podcasting, and influencer marketing. One of the agency’s strengths is the ability to track the performance of ads through Veritone’s products, enabling them to deliver successful campaigns in a simple, measurable, and scalable way.

The Challenge

Veritone, Inc., an artificial intelligence technology company, was facing challenges in managing and analyzing large datasets for their advertising campaigns. The company provides tools and SaaS products to help TV and radio stations prove advertising attribution to their clients. However, they were using Excel spreadsheets for all their data blending, which was not only time-consuming but also limited in terms of flexibility to connect to different data sources. This process was subject to delays and slowed their ability to deliver enhanced analysis and reports to their clients. Additionally, Veritone wanted to develop a foundational Uplift Study to show the effectiveness of broadcast advertising compared to digital. This required analyzing and correlating data points from 250 radio and TV campaigns, a task that proved to be daunting due to the sheer volume of data.

The Solution

Veritone turned to Alteryx Analytic Process Automation Platform to improve and advance their analytics processes. Alteryx enabled Veritone to visualize each step of the data preparation process, load data from various disparate sources, and blend them together. It also complemented and extended Veritone's AI-powered intelligent process automation. For the Uplift Study, Veritone leveraged Alteryx's ability to standardize procedures using macros, which compressed a multistep workflow into a single tool. This allowed them to automate the entire procedure from data ingestion to data preparation for reporting, resulting in faster iterations and a more comprehensive analysis. Alteryx also helped Veritone automate and streamline manual reporting processes, simplify the loading of data from disparate sources, and join data sources together.

Operational Impact

The use of Alteryx has given Veritone a significant advantage. The automation process saved considerable time on repetitive and routine work for the study and provided additional insights that could not have been developed otherwise. On the agency side, it allowed for 25% more time to be spent on building more robust campaign attribution methodologies, providing advertisers with game-changing insights into their advertising spend. The automation of a process that usually takes hours has allowed Veritone to truly differentiate their agency in the marketplace. The time savings have enabled Veritone to provide richer analysis of campaign spend and in the Uplift study, expand the scope of analysis, effectively measuring all aspects of the business, and engage in more client projects and value-added services.

Quantitative Benefit