Media & Entertainment

Bauer Media

Bauer Media wanted to use AWS to create analyzes from the customer data of the price and product comparison portals it owned to improve its marketing activities.

The challenge

Bauer Media Group is an international media company that publishes magazines and operates radio and television stations. Building on its traditional business and subscriber base, in order to meet the challenges of digitalization, they expanded their portfolio by acquiring price- and product comparison portals in 7 European countries.

There is a very important common point for traditional and online media: in both cases there are a lot of data collected about users. During the project, we used machine learning algorithms to obtain the necessary information from these data.

The solution

The information available about their users is increasingly valuable for the companies: access to user data after the reinforcement of the GDPR Regulations bacame more costly and more complex. Of course, it is not enough to collect these data, they must be properly sorted and cleaned.

With the help of AWS, the available data is fully analyzed in only a few minutes, and the analysis contains not only results but also recommendations. The algorithms used by Bauer Media can run in the cloud on the cleaned database in 5 minutes, and based on this, personalized e-mails, newsletters and offers can be generated for millions of users.

The result of the project is an automated system, that first prepares the new user data in an event-driven manner and then generates batch predictions. The training of the models is also fully automatic, every week several model versions are prepared based on different hyperparameters and always the best model is chosen by the predictions.

In 3 months, we were able to develop a solution that could double the revenue of the company’s email marketing business. The effectiveness of ads sent via SMS with this new personalized system also increased by a quarter.

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