Seven West Media Drops Teradata in Revamping Intelligence Layer
We independently review everything we recommend. When you buy through our links, we may earn a commission which is paid directly to our Australia-based writers, editors, and support staff. Thank you for your support!
Brief Overview
- Seven West Media has terminated its relationship with Teradata, transitioning data to a new structure that integrates Snowflake, Databricks, and Salesforce.
- The migration, which took place over 12 weeks from April to June, involved the transfer of 6200 database entities and achieved a nine-fold acceleration in daily data processing.
- Andrew Brain, Director of data and growth, explained that the transition is designed to enhance AI and machine learning for improved predictive insights into audiences and advertiser engagement.
Seven West Media Upgrades Data Infrastructure
Seven West Media has concluded its enduring supplier partnership with Teradata for data management as it aims for a more profound and predictive comprehension of its audiences. The firm has shifted its data from Teradata Vantage Cloud SaaS to a new infrastructure that combines Salesforce, Databricks, and Snowflake, signifying the conclusion of a ten-year technology collaboration.
The Drive for Modernisation
According to Andrew Brain, Director of data and growth, Teradata was initially appropriate for Seven’s objectives a decade ago concerning data storage and reporting. Nevertheless, present-day data requirements demand a platform that supports AI and machine learning for predictive analytics and integrated collaboration with advertisers.
Competitive Streaming Environment
As global streaming services proliferate, the competition for audience engagement has become fiercer. Brain emphasized the challenge posed by international players such as Netflix and Paramount, underscoring the critical need for AI and machine learning resources to secure a competitive advantage.
Shifting Away from Teradata
Seven’s association with Teradata has evolved through various stages since 2015. The recent migration to a cloud-native SaaS framework signifies a transition from a conventional data warehouse approach to a contemporary cloud-based solution. AWS continues to manage Seven’s data services, while Google Cloud Platform provides AI and analytics support.
Establishing a Modern Intelligence Framework
The new architecture, incorporating Snowflake, Databricks, and Salesforce, intends to remove legacy technology constraints, enhancing the speed of data integration and insight activation. This modern intelligence framework empowers Seven to expedite audience insights, personalization, and AI product innovation.
Achieving a Unified Audience Perspective
Seven’s merger with Southern Cross Austereo broadened its audience base to 20 million. The company evaluated AI and analytics capabilities from five vendors, ultimately selecting Snowflake and Databricks for their synergistic technologies. Despite initial reservations, the integration of these platforms was executed smoothly.
Streamlined Migration Procedure
The 12-week transition from Teradata to Snowflake was finalized between April and June, transitioning 6200 database entities along with hundreds of essential workloads. This change resulted in a nine-fold enhancement in daily data processing speed, optimizing data activations.
Forward-Looking Perspective
By upgrading to Salesforce Data 360, Seven seeks to integrate its CRM and Data Cloud systems, providing brands and advertisers with more nuanced insights into audience behavior. The emphasis on AI and machine learning continues to propel Seven’s strategic direction.
Conclusion
The strategic transition of Seven West Media from Teradata to a combination of Snowflake, Databricks, and Salesforce marks a pivotal change in their data management strategy. This modernisation fosters improved AI capabilities, competitive positioning in the streaming sector, and enhanced audience insights.
Q: What prompted Seven West Media to part ways with Teradata?
A:
Seven West Media aimed for a platform to enable AI and machine learning for predictive analytics and better integration with advertisers, which Teradata could not provide to the necessary level.
Q: What technologies comprise Seven’s new data architecture?
A:
The new architecture combines Snowflake, Databricks, and Salesforce, offering a modern intelligence framework for superior data management.
Q: What was the duration of the migration process?
A:
The migration from Teradata to Snowflake was accomplished in 12 weeks, from April to June.
Q: What enhancements were realized post-migration?
A:
Subsequent to the migration, Seven noted a nine-fold increase in daily data processing speed, facilitating quicker data activations and insights.
Q: In what way does this change affect Seven’s competitive stance?
A:
The new architecture equips Seven with sophisticated AI tools, improving its potential to comprehend and engage with audiences effectively, vital for competing against global streaming services.
Q: Why is the partnership with Databricks significant?
A:
The collaboration intends to enhance digital engagement and advertising strategies by utilizing Databricks’ AI capabilities to strengthen audience comprehension.
Q: What future advancements does Seven intend to make?
A:
Seven plans to advance to Salesforce Data 360, boosting its capacity to link CRM and Data Cloud platforms for more in-depth audience insights.
