Launched a first-party data strategy for a leading broadcaster to strengthen its ads business

A broadcaster operating over the European market were keen to begin first party data collection in order to protect digital advertising revenue once third party data collection becomes less possible. They were keen to understand the technical needs of the switch as well as the possibilities for increasing user engagement.

The engagement included:

• Cross-department client interviews to help shape the workshop design
• Sessions comprising inspiration from FT experts and practical information for moving towards best practice: spanning an advertising focus, user engagement focus, and technical focus.
• Co-developing an initial North Star framework and practical course of actions
  
  

• Identified tailored key opportunities for improvement within marketing technology and user engagement practices
• Suggested next steps and prioritisations to increase impact of first party data strategy including defining value proposition and data collection needs
• Facilitated a shift in mindset through the North Star methodology and goal with practical steps forward to build a robust and structured strategy
• Promoted cross-functional collaboration and alignment within purpose and strategy