Southern Cross Austereo has announced a multi-year agreement with Salesforce, the global leader in CRM, that will enable SCA and LiSTNR to establish a single customer view of its audiences, with customer data and behavioural insights in one CDP (Customer Data Platform).
Delivering personalisation at scale for both SCA and its brands, the capability being leveraged with Salesforce CDP will give the ability to serve content and advertising solutions to SCA’s audiences, whilst 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 bring 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 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 an 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. Complementing our investment in AI companies Sourse AI, Sonnant, NumberEight and Frequency, Salesforce, and its suite of products, including Interaction Studio, will ensure our technology ‘backbone’ is the most advanced in our category. New automated, powerful customer journeys that will improve our onboarding, conversion and engagement rates across all channels and devices is just one benefit we are excited to deliver to our content, sales and marketing teams.”
SCA chief sales officer, Brian Gallagher, said: “Unlocking the LiSTNR Audience Network at scale with a true, single customer view will change the way we do business at SCA. Partnering with our clients to ensure we deliver solutions that will guarantee growth for them is now even more possible. 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. We are looking forward to working with our clients to deliver deeply informed and even more effective solutions.”