Station Group Upgrades with Decentrix BIAnalytix

Decentrix, a Denver-based developer of media analysis tools, announced that a major unidentified station group plans to update its data warehouse to its new BIAnalytix Business Intelligence System.

By installing the system, the station group will be able to make centrally, precise and reconciled data from all stations available daily to sales management, who will use the data to monitor the ongoing effectiveness of multi-station agency campaigns.

"With BIAnalytix, stations and networks can give their executives and potential advertisers access to detailed analysis on a daily basis," said Decentrix CEO Wayne Ruting, a former CEO of Columbine who launched Decentrix in 2001. "In the past, this kind of up-to-date campaign feedback just was not possible.

Built on SQL Server 2005 using easy-to-use portal-based Excel pivot technologies, BIAnalytix provides the tools for media companies to harness large amounts of data accumulated from their daily operation--including sales, inventory, financial and customer data--and makes the information readily available to executives, managers, staff, ad agencies and advertisers who use it to support business decisions.

The data is shown in predefined media-focused templates provided by BIAnalytix, which are designed for in-house management and enhancement. The company also has advanced templates available to combine data from linear broadcast and Web-based campaigns as a unified analysis.

Decentrix analysis tools target broadcast radio and TV, cable, IPTV and the Web.