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  • AI-Powered Data Activation: Seven-Year Data and Analytics Growth Story​

AI-Powered Data Activation: Seven-Year Data and Analytics Growth Story​

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Business Situation

  • A leading American mass media and entertainment conglomerate faced significant challenges, including fragmented data sources, manual processing, high infrastructure costs, and inconsistent insights that impacted ad sales forecasting and revenue goals. ​
  • The conglomerate had structured and unstructured data, including first-party data from internal sources and third-party data from data providers such as Nielsen, which needed appropriate integration into one unified source.

SGA Approach

Technology

  • Implemented a robust data architecture with an enterprise-wide data lake with AWS and Snowflake​
  • Leveraged Databricks for advanced analytics and processing ​

AI

  • Developed AI models for enhanced competitive programming analysis​
  • Implemented AI-driven master data management (MDM) architecture for improved data accuracy and introduced AI-powered tagging for shows using reinforcement learning mechanisms.

Data

  • Consolidated diverse data sources into a unified architecture and built a scalable enterprise-wide data lake as a single source of truth for analytics needs

Key Takeaways

  • Established a unified data architecture, enabling comprehensive audience and channel segmentation, facilitating $1M in annual infrastructure cost savings​
  • Empowered ad sales teams with automated insights, improving productivity and forecasting accuracy, achieving a 20x reduction in the time-to-insight for ad sales teams​
  • Enhanced competitive programming analysis and audience demographics understanding using AI models with a 50% decrease in data science model run time and a 15% efficiency gain

Related Tags

AI - Artificial Intelligence Data Data Activation Media & Entertainment Technology and AI TMT

About SG Analytics

SG Analytics (SGA) is a leading global data and AI consulting firm delivering solutions across AI, Data, Technology, and Research. With deep expertise in BFSI, Capital Markets, TMT (Technology, Media & Telecom), and other emerging industries, SGA empowers clients with Ins(AI)ghts for Business Success through data-driven transformation.

A Great Place to Work® certified company, SGA has a team of over 1,600 professionals across the U.S.A, U.K, Switzerland, Poland, and India. Recognized by Gartner, Everest Group, ISG, and featured in the Deloitte Technology Fast 50 India 2024 and Financial Times & Statista APAC 2025 High Growth Companies, SGA delivers lasting impact at the intersection of data and innovation.

Driving

AI-Led Transformation