Telecom
Technology, Analytics, & Omnichannel Enablement
Leveraging large-scale viewer analytics to uncover $2.3B in cost inefficiencies and create a scalable roadmap for content and application optimization.
The Challenge
A national television services provider lacked visibility into consumer-specific viewing behaviors, limiting its ability to understand cost-to-value relationships across channels. Without actionable analytics, leadership could not effectively manage content spend or rationalize application development investments.
The Strategy
Develop a comprehensive analytics framework to analyze large-scale viewer data and connect viewing behavior to package structures and content contract terms. The goal was to identify cost inefficiencies and create a fact-based roadmap for smarter content and application investment decisions.
The Execution
NRG analyzed 3 billion viewer records across four markets over 12 months, integrating package data and content contract terms to understand channel viewing relationships.
The team built a cost analysis model to identify “cost no value” spend and developed an actionable roadmap for cost management.
Work was completed faster and at lower cost than the internal rapid development team, serving as a proof of concept for ongoing application development rationalization.
The Impact
Identified $2.3B in “cost no value” spend using viewer-specific analytics
Enabled data-driven prioritization of cost reduction opportunities
Defined cross-functional implementation requirements
- Delivered faster and more cost-effective results than internal development efforts
- Established a scalable analytics model for continued optimization
experience + excellence
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