Foxtel Group has appointed Choreograph, WPP Media’s data solutions and technology company, to deploy an open-source Marketing Mix Modelling (MMM) solution to optimise marketing effectiveness across its portfolio of media brands, including Kayo SPORTS, Binge, Hubbl and Foxtel.
WPP Media said the partnership leverages Google’s Meridian codebase and should deliver transparency, scalability and IP ownership in a rapidly evolving landscape.
The new MMM capability will enable Foxtel to quantify the impact of creative quality, programming strength and other non-media factors on key business KPIs, while supporting advanced and rapid scenario planning to optimise media investment.
Composability is the new standard for martech architecture, and this solution developed by WPP Media’s Choreograph will be deployed directly onto Foxtel’s cloud infrastructure, enhancing data security and ensuring full IP ownership. This provides an extensible solution that seamlessly integrates with Foxtel’s broader commercial analytics suite.
Tim Micallef, Foxtel’s director of media, said: “This project is a true game-changer for Foxtel’s marketing measurement capabilities. For the first time, we have a transparent, fully owned MMM solution that integrates seamlessly with our complex data ecosystem. This gives us the agility to adapt as our business evolves and ensures our marketing investments are truly optimised for growth.”
Choreograph, WPP Media’s data products and technology company, developed this solution in close partnership with Google. WPP Media said the collaboration underscores its commitment to expanding its specialist offerings in data, cloud and AI, fostering strategic partnerships, and delivering unparalleled accountability and data-driven insights for clients.
Tom Braybrook, MD of Choreograph Australia and New Zealand, said: “This is measurement built for modern marketing. Often conventional MMM approaches have been limited by costs and lack of data ownership. Our Meridian solution truly enables Foxtel to take the best of both worlds – access to an intuitive, automated Marketing Mix Modelling platform; alongside the benefits of IP ownership and extensibility. We’re excited to usher in a new era of transparency and client ownership for Foxtel with this open-source MMM solution.”
The news follows new business wins and expanded remits with brands for WPP Media, including Mastercard, Electronic Arts and Heineken. It said WPP Open, its proprietary AI platform for marketing was instrumental in securing these successes.
