Geographic Business Intelligence Module

April 16, 2012 - DENVER

Decentrix announces new BIAnalytix™ Module for Geographic Business Intelligence analysis of Cable Company's advertising revenue

Decentrix, Inc. today announced their new Geographic Business Intelligence Module, BIAnalytix GeoBI, which provides insightful analysis superimposed on maps of the cable head-end and zip code geography. BIAnalytix Modules developed by Decentrix for the Cable MSO and Telco marketplace, aggregate the head-end or zip code metrics for advertising, subscriber and set-top box data are utilized to feed key analysis to the GeoBI solution.

Decentrix's BIAnalytix Media Business Intelligence solution is a state of the art enterprise data analysis solution built on the SQL Server 2012 platform that uses a customized Microsoft SharePoint 2010 portal as its primary means of content delivery. The GeoBI Module has been developed to extend the presentation options for the SharePoint portal to include map based presentations of advertising or promotional campaign metrics together with targeting opportunities. The GeoBI Module is particularly applicable for campaigns that exploit the local targeting capability of Cable MSO and Telco delivery where content can be targeted at the head-end or zip code level and potentially the household level (respecting privacy). The campaign performance of a promotion or advertising campaign can be projected onto the local geography, for example an advertiser's store locations, or particular demographic or psychographic population, to focus on the success of the local delivery.

The GeoBI Module uses data from two prerequisite BIAnalytix Modules, specifically the head-end data from the Media Base Module and the zip code data from the Interactive TV Module to connect to the geographic boundaries displayed on the map. The analysis of a campaign's expenditure and audience impressions are then shown within these geographic delivery boundaries.

"GeoBI is a new presentation and analysis tool for Cable and Telco corporations. With the extensive deployment of new set-top box technologies these companies will be capable of finely targeting promotions and advertising to consumers at the local level. GeoBI presents substantial new business opportunities to acquire advertisers at both the local and national level with powerful metrics supporting a substantial ROI" stated Wayne Ruting, CEO of Decentrix.

"Media and cable companies today are challenged with expanding and investing in new IT infrastructure to support new business models and identify new revenue opportunities," said Taras Bugir, World Wide Managing Director of Media & Cable, Microsoft Communications Sector. "BIAnalytix GeoBI is an example of how Business Intelligence could be deployed in the Microsoft Broadcast Reference Architecture. These solutions are fundamental in helping media executives gain critical insight into rapidly changing elements in content, advertising and distribution."

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 BIAnalytixTM 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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