Nine Improves Customer Insights with Integrated Perspective on Google Cloud Platform
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Quick Summary
- Nine Entertainment centralizes data on Google Cloud Platform
- BigQuery essential for managing extensive analytical workloads
- Self-service visualizations available for journalists and content developers
- Launch of targeted advertising solutions like 9Tribes
- Improved content recommendations and ad frequency control
Nine Entertainment’s Data Transformation Journey
Nine Entertainment has undertaken a significant evolution by integrating its various data sources onto the Google Cloud Platform (GCP). Over the last six years, the media powerhouse, which includes Nine Television, Fairfax Media, Macquarie Radio, and Stan, has been actively working to refine its data framework.
BigQuery as the Primary Data Warehouse
Chief Data Officer Suzie Cardwell emphasized at the Google Cloud Summit 2024 in Sydney that BigQuery is crucial to Nine’s data strategy. The platform allows for optimal organization and formatting of data for large analytical tasks, delivering the performance necessary for real-time data analysis and activation for marketing, subscriptions, and content optimization.
A Consolidated Customer View
The comprehensive customer view at Nine is supported by a synergy of BigQuery, a customer data platform, and a proprietary identity resolution mechanism. This unified perspective is vital for audience marketing, subscription sales, personalized experiences, and product innovation.
Empowering Journalists and Content Developers
At Nine, journalists, content developers, and programmers utilize self-service visualizations created with Google’s Looker business intelligence platform. These visualizations assist teams in understanding consumer engagement and pinpointing content that drives paywall conversions. Thousands of custom dashboards support daily data-driven decisions that directly influence revenue generation.
Innovative Advertising Offerings
This unified customer perspective also facilitates targeted advertising solutions. The 9Tribes segmentation tool identifies audience segments likely to engage with specific marketing messages. Furthermore, the “audience match” tool allows for data alignment between advertisers and Nine’s first-party audience information, improving customer targeting throughout Nine’s network.
Refined Content and Advertising Strategies
In addition to advertising, the unified customer perspective enhances content recommendations and modifies ad frequencies, ensuring a personalized audience experience. This methodology not only boosts user satisfaction but also maximizes engagement and monetization potential.
Conclusion
Nine Entertainment’s incorporation of its data into the Google Cloud Platform and the use of BigQuery has significantly improved its customer insights. This transformation aids in refining content, marketing, and advertising strategies, enabling teams with real-time data for insightful decision-making. The rollout of tools like 9Tribes and audience match further optimizes audience targeting and engagement.
Q&A Session
Q: What is the key advantage of Nine consolidating its data on the Google Cloud Platform?
A: The key advantage is the capacity to optimally structure and format data for extensive analytical workloads, enabling real-time data analysis and activation across various business functions.
Q: How does the consolidated customer view influence Nine’s marketing and content strategies?
A: The unified view supports audience marketing initiatives, subscription sales, experience personalization, and product development, ensuring customized strategies based on thorough consumer data.
Q: What function do self-service visualizations serve within Nine’s data strategy?
A: Self-service visualizations, created with Google’s Looker platform, empower journalists and content developers to comprehend audience engagement and make data-driven choices to enhance content and revenue generation.
Q: How do Nine’s targeted advertising solutions like 9Tribes function?
A: 9Tribes employs proprietary segmentation to pinpoint audience segments likely to respond to certain marketing messages, while the audience match tool aids in data alignment with advertisers to optimize customer targeting across Nine’s network.
Q: What enhancements does the consolidated customer view bring to content recommendations and ad frequencies?
A: The unified view enables Nine to provide more precise content recommendations and adjust advertisement frequencies, improving user experience and engagement.
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