Decentrix Upgrades its Analytics Platform With Machine Learning

Decentrix has announced an upgraded analytics package called BIAnalytix incorporating machine learning techniques to improve optimization of audience value and pricing for both content delivery and advertising campaign management.

The new platform has already been deployed by some customers, including broadcasters, pay TV operators and Telcos. The objective is to help such customers cope with the increasingly fragmented and diversified nature of cross-media content distribution and advertising, according to Wayne Ruting, CEO at Decentrix. "While different distribution channels can be managed by platforms custom-built for that purpose, the task of bringing all these varied deployment models together — with confidence in the value of content or audience valuation across all these distribution opportunities — is almost impossible,” said Ruting. “Even the most experienced and skillful planners find the task daunting, and it is beyond their capacity to make thoughtful and effective stewardship decisions with complex campaigns."

The BIAnalytix platform can be deployed on a modular basis or as a fully integrated enterprise package. Each module provides a pathway to ingest transaction pacing history, current orders, and future obligations on a agranular basis, along with active proposals in progress for each of the transactional systems that manages a distribution channel. The Decentrix platform uses this data to populate the BIAnalytix enterprise repository. The firm’s proprietary machine learning algorithms then come in to convert the data into predictive models to ensure optimization of audience value and pricing across channels of content delivery and campaign management.

BIAnalytix can be deployed as a hybrid or cloud solution with Decentrix's CloudMBI and Sentinel products. The cloud SaaS instance avoids upfront capital cost and allows faster deployment of the modular components, as well as scalability. Total data mirroring is available across multiple locations.

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