Station Group Installs BIAnalytix BI

July 10, 2006 - DENVER

Decentrix Inc. today announced that the sales department of a major U.S. station group plans to upgrade its data warehouse to the new BIAnalytix Business Intelligence System with higher performance and extended functionality. With the BIAnalytix data warehouse installed centrally, precise and reconciled data from all stations will be available daily to sales management who will be able to monitor the ongoing effectiveness of the multi-station agency campaigns analyzed by ISCI material codes and dayparts.

BIAnalytix is built on the highly scalable SQL Server 2005, with analysis provided by easy-to-use portal-based Excel pivot technologies. With predefined media-focused modules provided by BIAnalytix, the net result is a cost-effective and rapidly deployable business intelligence and data warehouse solution specifically for the media industry. The BIAnalytix modules are designed for in-house management and enhancement, allowing the evolving system to be a customized ongoing strategic corporate tool. BIAnalytix also has advanced modules available to combine data from linear broadcast and Web-based campaigns as a unified analysis.

BIAnalytix provides the tools for media companies to harness the large amounts of data they accumulate from their daily operation - including sales, inventory, financial, and customer data - and makes that information readily available to the executives, managers, staff, ad agencies, and advertisers who need it to support the business decision process

"It is one thing to collect all the data available in a media corporation, but an increasing challenge in today's competitive environment is how to really use the information you have available to improve your business decisions and provide a better service to your customers," said Decentrix's CEO Wayne Ruting. With BIAnalytix, stations and networks can give their executives and potential advertisers access to detailed analysis on a daily basis. In the past, this kind of up-to-date campaign feedback just was not possible."

Since the warehouse has centrally defined business metrics, executives can use trusted key performance indicators (KPIs) for business performance management. Using the Decentrix Intranet portal technology, customized dashboards can be created for key management roles to monitor these KPIs. BIAnalytix also provides executive-level management with rapid access to data across all of its stations, making the process of forecasting more efficient and accurate.

In addition to BIAnalytix, Decentrix offers a whole suite of tools for monitoring and measuring cross-platform advertising campaigns (which could include broadcast television, cable, radio, IPTV, and the Web), with the ability to provide combined reports across all platforms

About Decentrix Inc.

Decentrix is a technology and consulting company specializing in Media Business Intelligence (MBI™) and Media Data Warehouse Solutions tailored specifically to the needs of Media, Telecommunications and Advertising companies. Founded by technologists with decades of experience in media transactional systems, Decentrix offers a fast track, fully working solution for Media BI built using Microsoft SQL Server 2008. The BIAnalytix™ Solution was purpose built to help media companies solve the challenge of readily accessing the large amount of data locked up in their "transactional" systems, in a fast, meaningful and strategic way, by consolidating that data into a single corporate media data warehouse.

Decentrix Contact:

Nancy Jean Pennica, Executive Vice President, 303-899-4000 x200,

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