Experian helps STV to put its viewers centre screen
London, 2 February 2012 – Experian, the global information services company, has been appointed by the Scottish broadcaster, STV, to help it to better understand, reach and engage with customers to drive more targeted communications and increase advertising opportunities.
STV is Scotland’s digital media company, reaching over 4.2 million viewers per month.
As a first step, Experian worked with STV to cleanse and de-duplicate its data silos. It then consolidated all of STV’s customer data into one source – giving the organisation a Single Customer View (SCV) of each customer.
With its data in one source, STV has been able to enrich this Single Customer View 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.
Bobby Hain, Director of Channels at STV, 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.”
Nigel Wilson, Managing Director of Experian Marketing Information Services, UK & Ireland commented: “Working with STV has been a great opportunity to use our marketing expertise and data insight to help our client improve customer acquisition and better understand its customers. With this in place, STV is in a great place to drive even more powerful customer engagement.”
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