Latest step in the network's data and targeting strategy
Network 10 is upping the ante with its data and customer communication, announcing a partnership with global customer engagement platform, Braze.
This follows 10’s rebranding to become the ‘lean in’ network for under 50s last year, its CBS partnership, and its other partnerships with Tealium and Lotame to capture and leverage data.
In its drive to create a single view of customers, 10 is using Tealium at its customer data platform, where information on Network 10's three million 10 Play members is stored. From here it can undertake segmentation and power the other platforms, including Lotame, its DMP [data management platform. From the DMP, it can make available enriched segments, append with extra third-party data, and generate insights.
Now, the Braze partnership allows 10 to engage with its audience through more creative, innovative and targeted digital marketing channels across email, web, and mobile. This includes messaging through push notifications and more targeted email newsletter communication, at scale.
Network 10 general manager digital, Liz Baldwin, said it is continuing to invest in growing audiences across digital brands 10 Play, 10 All Access and 10 Daily.
“To do this, delivering a top-notch user experience is essential. Through our partnership with Braze, we’re able to create deeper relationships with our audiences so they can have an optimised and personalised experience across our ecosystem,” Baldwin said.
“We can now easily capture a person’s interest or intent and activate this user across our platforms with content that is relevant to them. It’s exciting for us, for our members, and for our advertisers, who we can easily collaborate with target specific audiences for their campaigns in ways and at times these audiences want to be communicated with.
“We’ve continually said that we are accelerating our data solutions. Our partnership with Braze is another step forward in delivering this strategy.”
Braze’s senior vice-president of global alliances, Matt McRoberts, said it is excited to welcome Network 10 to the existing network of brands recognising the value of digital customer engagement in the Australia region.
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