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Data Driven Innovation Transforms Customer Engagement

Summary

We partnered with a leading streaming subscription client to develop a cloud-centric data program, enhancing subscriber engagement and decision-making through advanced analytics, AI, and data visualization tools. This collaboration led to significant subscription growth, improved retention rates, and increased viewer engagement, positioning our client at the forefront of the sports broadcasting industry.

Our Role

  • MarTech Implementation
  • GA4 Migration
  • Zero-Party Data Strategy
  • Data Infrastructure
  • Data Visualization

Summary

We partnered with a leading streaming subscription client to develop a cloud-centric data program, enhancing subscriber engagement and decision-making through advanced analytics, AI, and data visualization tools. This collaboration led to significant subscription growth, improved retention rates, and increased viewer engagement, positioning our client at the forefront of the sports broadcasting industry.

Our Role

  • MarTech Implementation
  • GA4 Migration
  • Zero-Party Data Strategy
  • Data Infrastructure
  • Data Visualization

Results

Outcome results

Background

In partnership with a leading streaming subscription client, our agency embarked on a transformative project to build a data program from the ground up. Our objective was to develop a cloud-centric data program that would empower stakeholders throughout the company and their partners to leverage data in decision-making and subscriber engagement. By utilizing cloud platforms, data analytics, artificial intelligence (AI), and data visualization tools, our goal was to revolutionize how our client interacts with its audience, fostering a more engaged and loyal viewer base.

Challenge

Our client faced several challenges that hindered their ability to effectively optimize subscriber engagement and retention. First, the existing data systems were inadequate, providing limited actionable insights, which compromised both marketing initiatives and the overall understanding of subscriber behavior. Second, there was a significant decline in subscriber retention rates during off-season periods, resulting in substantial revenue losses. Lastly, the potential to leverage real-time sports events such as player trades, game outcomes, and team rankings was vastly underutilized. These challenges underscored the need for an advanced, integrated approach to data analytics and customer engagement, aiming to transform the existing approaches to subscriber interaction and retention strategies.

Solution

Our comprehensive strategy encompassed several key initiatives:

Center of Excellence

By establishing a data center of excellence, we centralized data management, empowering stakeholders and partners with actionable insights and fostering a data-driven culture across the organization. This strategic hub facilitated the leap into becoming a data-driven organization by establishing a data program to match their expanding needs across all teams.

Dashboarding and Analytics

We built custom dashboards that integrated various data sources, including subscription metrics, viewership data, marketing campaign engagement, and user interaction logs. These dashboards provided real-time insights into subscriber behavior, campaign performance, and engagement trends.

AI Driven Predictive Modeling

Implementing AI technologies, we analyzed historical data to predict future subscriber behavior. Leveraging cloud solutions such as Vertex AI, our client enhanced its ability to offer personalized content recommendations and identified potential churn risks, allowing them to proactively engage at-risk subscribers with tailored promotions and content.

Migration to Google Analytics 4

Recognizing the sunsetting of Universal Analytics, we migrated to Google Analytics 4. This transition was not just a technical update but a strategic overhaul that enabled the implementation of a new tracking strategy, aligning with the latest data privacy and analytics standards as well as overall business objectives.

Data Infrastructure Enhancements

We significantly enhanced our client’s data infrastructure by centralizing datasets, processes, and integrations in a cloud environment. This allowed for rapid scaling and enabled teams and tools to access the wealth of data generated in the streaming ecosystem. This evolution in data/cloud architecture not only supported advanced data-driven strategies but also provided a comprehensive view of the customer journey, a capability they previously lacked.

Zero-Party Data Utilization

By encouraging our client to actively collect zero-party data, we tailored content recommendations to enhance the personalized user experience. This approach was crucial for engaging subscribers more effectively, particularly during off-seasons, by aligning content and marketing messages precisely with user preferences.

Iterative Strategy Refinement

Through continuous feedback loops and rigorous data analysis, we regularly enhanced the data collection efforts and subsequently updated and refined the dashboards. This agile approach allowed us to adapt to changing subscriber preferences and enhance dashboard functionalities based on real user data.

Customer profile diagram

Holistic View of Customer

By deploying a comprehensive 360-degree view of the customer in the cloud, our client unlocked significant insights into customer behavior and preferences. This foundation enabled targeted engagement across channels, facilitating a seamless and positive customer experience. With these integrated capabilities, our client was able to execute highly targeted marketing campaigns, deliver personalized experiences tailored to individual needs, and provide efficient support – a powerful combination that significantly boosted customer satisfaction and loyalty. This holistic customer view empowered informed decision-making across the organization, optimized revenue streams through precise targeting, and promoted sustainable business growth.

Data Collection Architecture

Conclusion

The collaboration between our agency and our client has successfully positioned them at the forefront of the sports broadcasting industry. The data-driven approach not only elevated the platform’s market positioning but also significantly boosted engagement and retention rates. By strategically utilizing real-time analytics and data-driven decision making, we successfully enhanced viewer loyalty and expanded their subscriber base, setting a new industry standard for sports broadcasting.

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