Thought Leaders in Big Data: Interview with Andy Nibley, CEO of Yieldex (Part 2)

Sramana Mitra: The situation you described – three or four salespeople targeting the same customer and selling four ads – based on your technology, how does the publisher organize itself to be able to tackle that?

Andy Nibley: Our technology keeps track of targets and the overlaps between inventories. All of those salesmen are pulling inventory from the same pile, but they are not decrementing each one when they take inventory out. That is what we keep track of. When somebody sells to 18- to 24-year- olds, you are going to have to take that out of the female category, the car category, and the region – in this case the New York area. You get a hyper accurate look at your inventory instead of a guess based on sampling. >>>

Thought Leaders in Big Data: Interview with Andy Nibley, CEO of Yieldex (Part 1)

Andy Nibley is the CEO of Yieldex, an Internet advertising software firm. In this interview Andy talks about how Yieldex helps its customers achieve a higher return on their advertising expenditures and how the company applies big data analytics to achieve those goals. Furthermore, he gives insights as to how the market is developing and what entrepreneurs should be looking for in this space.

Sramana Mitra: Andy, let’s start with some context about Yieldex. What do you do? Who is the customer and what is the big data angle? >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 7)

Sramana Mitra: I think the synthesis of everything is that if you play in the platform layer, it is better that you work with application vendors who build on top of your platform and actually go and sell those applications. Those could range from energy trading to agricultural forecasting to financial services. But you need to have specific domain expertise in those areas, and you have businesses that are focused on selling to those client bases. >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 6)

Sramana Mitra: That is a pointer to a lot of entrepreneurs. That is an area that needs work. The other thing that is interesting, specifically in this topic, is that you offer this technology, which is kind of Ferrari-level technology in analytics. Inside organizations, there aren’t trained business analysts who can really take advantage of these technologies, use them, and run them to their full capacity. If you are trying to sell to a finance organization or a risk organization inside a credit card company, they may not have the analytical talent or the kind of talent you need that has business, mathematics, statistics as well as communication/presentation capabilities to make full use of these kinds of technologies. >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 5)

Sramana Mitra: One thing that excites me about big data is the use of learning technologies. Is that part of your equation?

Michelle Chambers: Yes, machine learning is part of the equation, and typically people are considering a lot more factors in their analyses. What is exciting about it is not how the data is organized – the number of observations – but it is the number of variables included in the analysis. The ability to rapidly deploy that is a game-changing piece for the organization. >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 4)

Sramana Mitra: Let’s do a few interesting use cases of how your customers are using you. You may choose from whichever application area you want.

Dave Rich: I will talk about a large credit card processor. They are using our platform to do real-time scoring in a much more cost-effective way. As I mentioned earlier, the average person coming off campus is taught R. He or she is not taught SAS or SPSS. The legacy environment was SAS. >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 3)

Sramana Mitra: Where do you sit from a competitive point of view?

Dave Rich: We think there are three major areas of interest where we are typically engaged by a customer. It is either because they already have exposure to the open source community version – they have it in research labs or on their desktops – but they are not playing with it. >>>

Though Leaders in Big Data: Interview with Dave Rich, CEO of Revolution Analytics (Part 2)

Michelle Chambers: I would jump in and say that we are positioned as an enterprise analytics platform for a new generation. That means we have a smarter, faster, bigger and easier platform to use. That merely ties back to the convergence that Dave was talking about, which the original founders saw. There was this convergence of open source, along with high-performance computing and analytics. >>>