Explain the business challenges caused (to MEDIATA) by Intel Security's dirty data and how did MDM/Skyhook and data governance enable the company to achieve its vision?

Detoxing Location-Based Advertising Data at MEDIATA TABLE 2.1 Opening Case Overview Company MEDIATA was launched as Valued interactive Media (VIM) in 2009. Rebranded in 2013 as MEDIATA Industry Product Lines Communications; Advertising Wide range of programmatic solutions and products to provide practical solutions for digital marketing campaigns to deliver successful online advertising campaigns to organizations across Australla, Hong Kong and New Zealand Digital Technology Information management and data governance to increase trust and accessibility of data to facilitatea company's vision Shake up the online advertising industry, Improve transparency and foster greater cooperation between partners www.mediataplatform.com The Problem MEDIATA uses IP address data to locate customers and ad effectiveness. Unfortunately, as much as 80% of ad inventories come with an incor rect location and MEDIATA realized that this "dirty data was adversely affecting their business. Location-based advertising provides organi- zations and companies alike with massive benefits. Target customers can be reached easily and effectively through marketing campaigns tailored specifically for them. For example, utility companies and Internet service providers usually have certain areas or regions that they service. Using location-based targeting (see Figure 2.1), these companies can target television, newspaper, and online display ads to attract new customers. Another benefit includes the reduced waste of running marketing campaigns in unprofitable areas. Firms can choose precisely where their advertisements are displayed without wasting resources on customer segments that will not respond because of location or preference discrepancies Advanced data analytics in location-based advertising also allows companies like MEDIATA to reach customers where and when they are in decision-making mode using programmatic bidding algorithms and ad inventories. Browser-based ads use these algorithms to predict which customer segments will click on certain ads at certain times of the day, Automated bidding then ensues, with the ad spot on the page going to the highest bidder(Cailean, 2016). However, the data must be accurate to be useful and MEDIATA realized that their data could be much better than it was. Given the importance of this technology to advertisers and digital advertising agencies, there are overwhelming Issues to overcome The issues stem from outdated methods of locating Internet users through IP addresses. These old systems do not pinpoint where exactly traffic is coming from, rather they gve advertising agencies broad geo graphic regions to work with, and the ads go to randoni coordinates within the regions. Since the value of these activities comes from having accurate targeting, the inaccuracies of the antiquated systems severely impact profitability. As targeting regions shrink, information becomes more valuable and accurate, but even small inaccuracies dilute the value of demographic Information applied to an audience The Solution In 2016, MEDIATA established a data governance program in which it partnered with Skyhook, a U.S. global facation software company to Business Vision Website Company Overview MEDIATA uses its audience and media delivery platform to deliver thousands of successful online advertising campaigns across Australia, Hong Kong, and New Zealand, known as a "programmatic solution Specialist, the MEDIATA platform is truly cutting edge. It runs bidding systems and ad location services for companies that are leaking to run ads on websites and provides its clients with high-impact, fully man aged, 100% transparent advertising campaigns EDITA is committed to shaking up the online advertising industry and is evolving into a last-growing international business. MEDIAT dents include Qantas, LG, Virgin Money, Konica Minolta Optus, Carls. berg. Honda ACCOR Hotels, Air New Zealand, Heinz, Woolworths, CIU- bank, and JP Morgan oduce results. Creating and employing this data governance system allowed MEDIATA to clean its datasets and create new, effective methods to reach target audiences, improve the effectiveness of MEDIATA's user profile data by more pre cisely locating IP addresses resolving MEDIATA's challenges related to dirty data. Skyhook's Context Accelerator Hyperlocal IP uses big data analytics to provide over 1 billion IP addresses to advertising platforms and cleaned MEDIATA's dirty data to pinpoint customers within 100 meters, thus increasing ad effectiveness for its clients. Hyperlocal IP achieves this by using big data analytics to provide over 1 billion IP addresses to advertising platforms. Now, every time a device like a cell phone or laptop requests a location, the on-device software scans for Wi-Fi, GPS, or cell tower data. Combining all of these data points allows Skyhook to provide extremely accurate coordinates and pass this information along to MEDIATA to use While this approach still is not perfect, it allows MEDIATA's adver tisements to become closer than ever to their target customers. A nine-month study conducted after implementing Skyhook showed that MEDIATA saw a 20% increase in marketing campaign effectiveness Questions 1. What business challenges did MEDIATA face because of its dirty data? 2. What is the function of location-based advertising? 3. Why is it important to maintain accurate location data? 4. How did Skyhook and data governance enable MEDIATA to achieve its vision? 5. What benefits did MEDIATA achieve as a result of implementing data governance? Sources: Compiled from Cailean (2016), Schneider (2014), and Schneider (2015)