From Mi3 this week:
Foxtel’s top brass at Binge are banking on the marketing gurus being right about building brand distinctiveness and using emotion to drive consumer mental availability over rational benefits. And they’re blending it all up with a home-built Customer Data Platform [CDP] that uses the mobile phone as the single customer ID to personalise messages and understand content consumption patterns down to the individual. Whether it works or not, this could be a case study for the ages.
Read Paul McIntyre’s Deep Dive article: