MEC, a leading global media agency, wanted to provide better insight into online behaviour. The company needed better tools for handling data, so it based its new CookieCutter servicea digital attribution platformon the Microsoft SQL Server Parallel Data Warehouse. As a result, MEC is cutting query time from four hours to minutes and gaining better insight into cookie-level data across multiple media channels. As a result, the company is helping marketers unlock the value of digital data. In addition, MEC is empowering users with access to self-service business intelligence (BI) tools and building a platform for more innovative services.
Headquartered in London and New York, MEC is a leading media agency with 150 offices worldwide, 5,000 employees, and$25 billion in global billings$. In addition to its core planning and buying services, the company's offerings reflect current technology and marketing trends, with solutions that include online and social media, mobile platforms, gaming, and TV.
MEC wanted to help its customers get greater return on investment (ROI) from digital information by providing more insight into online activity, but it needed better tools for handling data. The key challenge was digital attribution, which tracks user behaviour online prior to a sale.
Most analysis is based on last-click attribution, which focuses on the final touchpoint before a purchase. Instead, MEC wanted to look at the consumer's entire online journey, which could include multiple website visits, searches, email, and social media.
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