Reinventing Relationship Marketing in Media with Data & AI

A major broadcaster unified fragmented audience data, built a single customer view and used AI-led marketing to make digital engagement more relevant
Broadcast media operations using unified audience insights to improve customer journeys, retention and revenue growth
≈145M Monthly Reach
Scale made unified audience insight essential
360° Audience View
Connected behavior across digital touchpoints
AI-Powered Journeys
Automated journeys tailored by audience segment
RFV Segmentation Model
Personalization shaped by audience value signals
Personalized digital media engagement
One audience view. More relevant digital relationships
Objectives
Improve acquisition, retention and digital growth.
Opportunity
Use unified audience insight to make every digital interaction more relevant - strengthening engagement, loyalty and long-term audience value.
When scale outpaced audience insight.

Massive reach concealed fragmented audience data and disconnected views, limiting the broadcaster’s ability to personalize engagement, strengthen loyalty and turn scale into long-term audience value.

Key Challenges
Siloed platforms fragmented data access.
Fragmented audience records
User data was scattered across multiple platforms
Executives in a meeting consulting metrics in a dashboard
Inconsistent data structure
Audience records lacked a unified organization
Implement Marketing Mix Modelling (MMM)
From reactive to predictive
Marketing needed more predictive and agile decisions
Broadcast and digital operations team integrating observability, AI and performance data to improve network, streaming and media service intelligence
New ways of working
Teams needed new skills to use automation effectively
Personalization at scale
Personalization at scale
New capabilities had to fit established workflows
Solution

One audience foundation connecting data, insight and activation.

A unified audience foundation gave the broadcaster a more direct, actionable understanding of its audiences across digital touchpoints.

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Unified audience identity

One ID connected user records across platforms

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Audience intelligence

Dashboards turned behavior into usable insight

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AI journey automation

AI adapted automated journeys by audience segment

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RFV segmentation

Value signals shaped more relevant campaigns

Impact
From reach to relationship

By turning fragmented audience data into actionable intelligence, the broadcaster created the foundation for more personalized engagement, stronger loyalty and greater audience value over time.

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