Media and Advertising companies know they have a large amount of useful data across various applications in their organization. The problem is that it is not in one place and it needs to be moved to a unified data warehouse for analysis.

The challenge is that the data is contained in variety of applications and systems, and therefore in all sorts of different formats. Sales systems may describe a customer with a different ID from the advertising scheduling system which may be different from the accounting system. Advertising spot audit data may identify the described spots differently from the trafficking system.

To address the problem, Decentrix has created METL™ the extract, transform and load (ETL) component which has been specifically designed to address the disparities that occur in media and advertising data. The METL™ reads data from the various sources, cleansing it and reformatting it uniformly, and then writing it to the target data warehouse for analysis.

The data used in the METL™ process can come from any media application or system. It may be from an accounting system, a traffic system, program management, sales proposal system, media buying system, sales pacing system, audience survey data, as-run audit data, web logs, PPC and banner click-thrus and many more potential sources.

In summary, Decentrix provides the METL™ to extract and transform these media/advertising/web data sources into a uniform repository that can be effectively analyzed.

The BIAnalytix media data warehouse - MStar™:
  • Can be loaded from disparate sources such as sales, sccounting, inventory and third party industry sources, spreadsheets etc.
  • Unifies shared dimensions including customers, programming, content, products, sales etc.
  • Remains flexible for proprietary data and allow unique relevant data sources to be added to the mix.
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