Case Study: Leading TV Data Company boosts campaign conversions with Quantiphi’s propensity modelling

Determining propensity of users to watch a new TV show based on historical viewership

Leading TV Data Company worked with Quantiphi to improve the targeting of advertising campaigns on digital platforms. The challenge was to assign propensity scores to users most likely to watch a new TV show, despite dealing with multiple data sources, differing granularities, and real-time analysis needs.

Quantiphi built a propensity modelling solution using Google Cloud Storage, Google Compute Engine, BigQuery, R Studio, and a decision tree approach. The result was better audience segmentation and campaign targeting, with a reported conversion rate increase of more than 1000%, helping the customer maximize campaign impact.