Rapid data analysis is key to providing meaningful insights on marketing campaign effectiveness and online user activity which creates more fruitful relationships

London, UK - 16th May, 2012 - Actian Corporation today announced that Badoo, the world’s largest and fastest growing social network for meeting new people, has selected Actian’s ground-breaking analytic database engine, Vectorwise.

Headquartered in London, UK, Badoo is a global networking site with more than 150 million members in 180 countries and available in 40 languages. Its mission is to provide the world’s easiest, fastest, and most fun way for people to meet each other locally and globally.

Badoo’s marketing team wanted to understand if campaigns are targeting the right audience and assess the effectiveness of their reach and impact swiftly. To do that, they knew that they needed a database solution that would turn their large data volumes into meaningful and actionable business insight (BI). Prior to Vectorwise, Badoo was using a hard-coded, custom-built analytics solution but it was severely limited in functionality and unable to provide the level of detail that Badoo’s marketing and finance teams needed. The lack of slice and dice capability in its previous solution meant that analytics were limited and it could not give them the ability to act upon events that occurred among their user base.

Following a recommendation by Actian partner Meteorite Consulting, Badoo selected Vectorwise to boost the speed and performance of analysing the effectiveness of marketing and online activity. Now, with Vectorwise, Badoo can move from just top-level reporting and drill down into the underlying detail very quickly and has total freedom to ask any question of the data and get the answers back in seconds.

With Actian’s turbo-charged Vectorwise technology, Badoo now has access to fast actionable BI that empowers internal business managers such as the finance department to respond immediately and to support business planning.

“One of the keys to sound business decision-making is the ability to understand customers, their online behaviour and the potency of our marketing efforts. Vectorwise gives us unfettered access to our data and the ability to run ad hoc analyses without the need to have thought of the question before we ask it. This means that we can now ask anything of our data and our users’ activity and get answers in just seconds. Vectorwise’s performance will make our company more agile in responding to trends in the environment and consequently strengthen our competitive advantage,” said Ian Broadhead, BI lead at Badoo.

“Badoo is a great example of a leading social networking site that is taking advantage of innovative technology like Vectorwise to drive its business forward and better serve its customers,” said Steve Shine, CEO of Actian. “We are delighted to have been selected to support such a highly visible and successful business.”