VICE Leverages Switchboard to Automate and Accelerate Analytics Across $5 Billion Global Digital Publishing Network
Big Data Drives Big Decisions—Aggregating Disparate Data Sources for Rapid Analysis and Decision-Making.
Access to growing amounts of data should be an asset, not a liability. Publishers have an unprecedented opportunity to grow their business by taking a scalable, automated approach to managing their data. We hope you find this paper helpful and we welcome your thoughts and feedback at firstname.lastname@example.org.
A pioneering digital publishing organization, VICE operates the world's premier, original online video and lifestyle destination. With an international network of digital channels, the VICELAND television network, a television production studio, a magazine, a record label, an in-house creative services agency, and more—VICE is truly a world-wide media and data phenomenon.
With surging global growth pushing the company's most recent valuation to more than $5 billion, VICE is one of the most comprehensive and complex digital publishing platforms in the world. However, the explosive global growth of VICE created three significant data challenges:
The VICE/Switchboard pilot launched in less than two weeks—allowing VICE to go live quickly with DFP automation as other functionality such as inventory reports and revenue insights were completed in less than two months. Switchboard will also provide the analytics foundation to support VICE as it expands or deepens operations with third party platforms like Facebook, Snapchat or the company's new TV stations in the U.S. and Canada.
“VICE is an ideal customer for Switchboard because they have an aggressive goal to unify up-to-the-minute data from many different sources,” said Ju-Kay Kwek, CEO of Switchboard. “After launching Google BigQuery, we saw many analytically savvy teams get bogged down by operational aspects of unifying big data sources, which is what inspired us to create Switchboard—the first fully-hosted data platform that simplifies data preparation to help analytics experts avoid big data plumbing and instead focus on using data to drive critical business decisions.”
An additional benefit was utilizing Switchboard's out-of-the-box connections to complex data, such as DFP, DBM, AdX, YouTube, and non-Google data including Facebook and Operative order management.
“Things like APIs, schema, and data sizes for DFP and YouTube make understanding the performance of content and inventory across dozens of global properties and partners really complex,” said Amanda Yang, Data Scientist at VICE. “Onboarding data from these types of sources would be a huge technical challenge—which is why the Switchboard solution is great, because they were able to start automating our production data in less than a week.”
VICE was launched in 1994 as a “punk zine” and has since expanded into a leading global youth media company with bureaus in over 30 countries. VICE operates the world's premier, original online video destination, VICE.COM, an international network of digital channels, a television production studio, a magazine, a record label, an in-house creative services agency, a consumer insights and research services department, and a book-publishing division. VICE's digital channels include The Creators Project, dedicated to the arts and creativity, Motherboard, covering cultural happenings in technology, and Noisey, a music discovery channel.
Switchboard eliminates the need to navigate a complex chain of legacy BI and ETL tools, and the need to invest in massive infrastructure by delivering real-time visibility and operational maturity on top of the latest data management technologies. This approach frees IT and Dev resources to focus on achieving business goals. Early customers in advertising, gaming, and retail rely on Switchboard because the company's agile self-service platform empowers analytics teams to focus on what they do best—driving business performance.
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