SAN FRANCISCO — What happens when you combine two media analytics problems with aspirations on driving growth for their clients? A perfect “marriage”, says one of the parties involved.

Revenue Analytics is the Atlanta company aiming to drive revenue. WideOrbit is a San Francisco-based company with a software platform that handles  scheduling, billing, content management and invoicing for TV ads around the US.

In April, it launched WO Cloud Analytics, a new cloud-based business intelligence solution that enables media companies to use traffic, sales and billing data to take action on pricing, inventory and financial risk. And now Revenue Analytics has become a partner.

“At Revenue Analytics we’re really more focused on predictive and prescriptive and so we’re able to leverage the WideOrbit Analytics data and all of the work that they’ve done to combine disparate data sources to be able to then predict the future behaviors and then recommend specific actions to our TV and radio clients,” says Revenue Analytics president Zach Cross in this video interview with Beet.TV.

Revenue Analytics’ own media capabilities include a price and yield optimization platform for network and cable TV operators, and a demand optimization engine for radio and broadcast TV users.

“A lot of what we focused on are helping our clients predict future demand … how much likely demand is out in the marketplace, predict future inventory, so what are future impressions likely to be, predict response to pricing changes,” Cross adds “And then we use those predictions to then help maximize pricing and inventory decisions.”

Cross reckons predictive analytics like this are going to become a “necessity” to avoid a race to the bottom on price.

This video is part of a Beet.TV series on advanced TV produced at the WideOrbit Connect conference. WideOrbit is the sponsor of this series. Please find more videos here.