Haymarket Media can tailor content more effectively and improve services to customers with Haymarket Piccolo in motion. For example, editors of its publications use the engine to measure the popularity of articles online. “Our editors gain a better understanding through our analytics platform on AWS of how users are interacting with the articles that appear in our publications,” says Wan. “They can use this information to generate content that will be more relevant and valuable to our customers.”

The analytics platform is also providing valuable information on the success of the seven million emails that Haymarket Media sends out each month. Based on data about opened emails and clicked links, sales personnel can predict which of the recipients are good leads for upselling services. In addition to the online data that goes into the platform, offline data captured during events organized by Haymarket Media is also uploaded. “We are forming a 360-degree view of our customer-base through the analytics platform running on AWS,” says Wan.

Haymarket Media has significantly reduced technology costs by moving services, such as the CMS, from the old on-premises collocation site to the AWS Cloud. Says Wan, “We have cut technology costs by 50 percent by moving to AWS, while gaining a business-critical analytics platform.”

As the amount of data on the platform increases, Wan can scale the infrastructure underpinning Haymarket Piccolo at low cost. Furthermore, he knows an expanded infrastructure won’t increase IT management overhead. “We have reduced technology management time by up to 30 percent by using AWS,” Wan says. “We can now promote digital and technology innovation and deliver much greater value to teams across Haymarket Media.”