Cloud-powered media analytics: Architecting azure solutions for audience engagement insights

Nalla, Jagan (2025) Cloud-powered media analytics: Architecting azure solutions for audience engagement insights. World Journal of Advanced Research and Reviews, 26 (3). pp. 1224-1231. ISSN 2581-9615

The digital transformation of media consumption has created unprecedented opportunities to capture and analyze audience engagement data at scale. This article presents a comprehensive framework for implementing cloud-based data solutions specifically designed for media analytics workloads. The framework leverages Azure's data ecosystem components including Data Factory for orchestration, Databricks for distributed processing with PySpark, and Synapse Analytics for data warehousing. The challenges of integrating diverse data sources such as Adobe Analytics and social media platforms are addressed through standardized ingestion patterns. Performance optimization techniques ensure efficient processing of large audience datasets while maintaining query responsiveness. Real-world implementation examples demonstrate how media organizations can transform raw engagement metrics into actionable insights for content strategy. The architectural patterns presented enable media professionals to build scalable, cost-effective analytics solutions that drive content optimization and audience growth in an increasingly competitive landscape.