Foxtel has integrated cloud-based data management platform (DMP) technology from data company Krux to move towards fully leveraging its data to better serve its current and future customers.

Following its recent decision to bring all programmatic trading in-house, the integration of the Krux Enterprise Software will allow Foxtel to completely unify and harness the value of its customer data across all of its properties, using this insight to optimise its marketing campaigns.

The unique cross- screen DMP, supported by Krux’s Sydney-based team of industry engineers and data scientists, will allow Foxtel to better understand its online audiences while supporting its marketing strategy. The technology will work in tandem with the Datalicious Optima Hub, giving the business the ability to identify its customers at any stage in the life cycle, target them across all digital channels and understand which digital channels account for the highest value conversions. “It’s an exciting time at Foxtel with the introduction of our new $25 price point soon to be followed with the broadband and phone bundles next year. At the same time, we’re making big changes in the online space, bringing digital marketing operations in-house, and rebuilding www.foxtel.com.au.” said Geoff Kwan, director of online at Foxtel.

“With greater accessibility and a broader range of products, it is crucial that marketing is able to target Foxtel customers and prospects with the right message at the right time, and in the most relevant context on any device. To do this, we are partnering with Krux as the next stage in our digital data strategy.”

Jo Gaines, Krux country manager for Australia and New Zealand added: “A huge amount of rich data is generated across Foxtel’s web properties, paid, owned and earned media on a daily basis – data which is crucial in helping Foxtel put customers at the centre of its business. By connecting its people data across these multiple platforms and capturing this in full, 100% of the time, Foxtel can now access actionable insights in real time. This allows the business to create a data strategy which is completely aware of its customers and their intentions, and from this inform its marketing plans across all platforms.”

“Our offering is also unique in that Krux is completely media neutral with no competing lines of business.  We are focused on people data and its activation.  Our customers know they are getting fully transparent and secure insights when they work with us,” concluded Gaines.

Krux’s local client base has grown steadily since it established its Sydney presence earlier this year, and includes News Corp Australia, Network Ten, Carsales, and REA Group. Globally the business delivers cloud-based data management software and secure connectivity for companies including Kellogg’s, Bloomberg, Live Nation, CCI, NBC Universal, New York Times and the Wall Street Journal.