Blog articles by Juan Tello

Juan Tello

Articles by

Juan Tello

Juan Tello is Senior VP and Big Data lead at SKIM, responsible for managing a team that provides advanced analytics and choice modelling solutions to clients ranging from CPG, technology and telecom brands to hospitality and consulting industries. After spending 5 years building the SKIM team and business in North America, he expanded the company’s footprint into Latin America, with offices in Brazil and Costa Rica. He holds 20 years of market research experience, including positions at Proctor & Gamble where he was for consumer and market knowledge in Latin America, Asia and Eastern European markets. He holds an MS in Operations Research from Columbia University in New York City.

Turning terabytes of Big Data into insights

Turning terabytes of Big Data into insights

By Juan Tello on February 10, 2020

A real-world market research case study with Big Data

The market research industry is no stranger to consumer data. However, the scale of “Big Data” generated through online behavior brings a host of challenges and opportunities for insights professionals and marketers alike. As consumers leave an endless supply of digital breadcrumbs online, how can we most effectively analyze and act on this behavior at the individual level?

Such was the challenge ArchDaily.com faced after amassing 20 terabytes of Big Data over the past three years. As the leading architectural website worldwide, interpreting this data was much more complicated than it had anticipated. With 150-200 million-page views a month, the company could see behavior volumes. However, ArchDaily.com didn’t know what was driving user behavior. It wanted to better predict architectural trends for and identify key drivers to optimize its online content strategy.

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