Case Study: Yellow Pages Group achieves rapid, scalable big-data analytics and demonstrable advertiser ROI with Information Builders

Yellow Pages Uses WebFOCUS to Demonstrate ROI to Advertisers

Yellow Pages, a Canadian digital media and marketing company serving about 260,000 small and medium-sized businesses, needed to turn massive campaign data into simple, actionable insights for advertisers. The challenge was to harness more than 20 TB (about 52 billion rows) of daily and historical data and present it in an intuitive, customer-facing way so busy SMBs could understand campaign ROI quickly.

Yellow Pages built YP Analytics on Information Builders’ WebFOCUS with Infobright, Hadoop (Cloudera) and professional services to deliver a scalable, high-performance dashboard (including mobile access). Data was compressed roughly 35:1 (from ~24 TB to under 1 TB), yielding sub-second to 2–10 second query response times and enabling advertisers to track conversions and revenue—improving engagement, retention, and opportunities for upsell and cross-sell.

Yellow Pages Group

Richard Langois

Director of Customer and Advertiser Analytics