Southern Cross Austereo (SCA) is utilizing first-party data to enhance the experience of its listeners while driving profitability and scalability. Cam Strachan, Head of Data and Analytics, explained that SCA’s LiSTNR Audience Network, the company’s digital audio ecosystem, has enabled a personalized user experience by consolidating a comprehensive view of listeners.
Through SCA’s LiSTNR app, which offers radio streaming, podcasts, and a curated music service, they currently have 1.4 million registered users. Strachan highlighted that with access to more real-time data, advanced targeting is now possible. By combining listener data, preferences, and behavior, SCA can deliver more precise and tailored content.
SCA is actively optimizing customer notifications across various channels and plans to introduce AI-based user churn prediction models in the coming year. By leveraging the Salesforce Data Cloud platform, SCA has created a unified view of its listeners, allowing for personalized recommendations and content delivery through the app, emails, and website.
The company has also utilized the Marketing Cloud Intelligence platform to generate data visualizations and dashboards, extracting insights from both anonymous devices and broadcast statistics.
Strachan emphasized SCA’s objective to increase revenue, profitability, and listening hours for its digital audience. The focus is on showcasing engaging content that keeps users coming back, supported by AI-driven personalization to enhance content discoverability.
Additionally, SCA has streamlined operations by reducing time-to-market and manual effort for its commercial team, saving five days per month in report generation time.
Overall, SCA aims to foster customer engagement beyond traditional radio, recognizing the importance of delivering tailored experiences in their evolving ecosystem.
