SCA has entered a multi-year agreement with Salesforce to enable audio reach at scale and segmentation capabilities, unlocking the LiSTNR audience network.
The partnership with Salesforce, the global leader in CRM, will enable SCA and LiSTNR to establish a single customer view of its audiences, with customer data and behaviour insights in one Customer Data Platform (CDP).
Delivering personalisation at scale for both SCA and its brands, the capability being leveraged with Salesforce CDP will unlock the ability to serve the best content.
It will also provide the best advertising solutions to SCA’s audiences, ensuring the customer experience is personalised and relevant.
By adopting this new technology SCA will be in line with the biggest media players in the market across streaming, broadcasting and audio to unlock the most advanced outcomes for advertisers and listeners.
SCA’s digital audio ecosystem, defined as the LiSTNR Audience Network, gives marketers access to millions of digital audio streamers and highly engaged podcasters across a diverse content slate of interests and genres.
This technology capability further enables SCA’s digital audio first strategy by future-proofing its reliance on third-party cookies and unlocking the first-party data of its LiSTNR signed in audiences.
This means for the first time, SCA will have a centralised, single view of its customer data to paint the most in-depth picture of who the LiSTNR Audience Network is, what they consume and how they want to be marketed to.
SCA chief technology officer, Stephen Haddad, said, “Salesforce introduces to SCA a CDP that will work seamlessly with our already significant investment in new technology, introducing new, market-leading capabilities for all our teams at SCA.”
“Salesforce, and its suite of products, including Interaction Studio, will ensure our technology ‘backbone’ is the most advanced in our category.”
SCA chief sales officer, Brian Gallagher, added, “Unlocking the LiSTNR Audience Network at scale with a true, single customer view will change the way we do business at SCA.”
“We know our clients rely on audio all the way through the marketing funnel for both mass and highly targeted and attributable solutions and this capability will ensure each user receives the content they love with real-time segmentation across our audio channels.”
