Scottish broadcaster STV has appointed Experian to help it to better understand, reach and engage with customers to drive more targeted communications and increase advertising opportunities.
STV, which reaches over 4.2 million viewers per month, has briefed the data solutions giant to cleanse and deduplicate its data silos, building a single customer view (SCV) of each customer.
With its data in one source, STV has been able to enrich its database using Experian’s Mosaic consumer classification tool. By appending Mosaic’s detailed demographic, behavioural and lifestyle data to its own customer data, the broadcaster can start to tailor content and offers based on this insight and target advertising and customer engagement initiatives relevant to its customers’ interests.
In order to manage its customer communications, STV is also using Experian’s customer marketing technology and campaign management tools to gain greater insight into its customers, and create relevant, personalised and timely customer communications across both traditional and digital channels. Experian’s technology will also enable STV to analyse and report on the success of its marketing activities to help it further improve content tailoring, consumer acquisition and partnership revenues.
STV director of channels Bobby Hain commented: “Our relationship with our audience is evolving and deepening as they move to becoming consumers of other STV services. The management and innovative use of customer data is therefore increasingly important and we are working with market leaders, Experian, to build our customer database capability.”
