GrowthOctober 02, 2023

How NOVA Entertainment uncovered audience insights with a real-time customer data foundation

By partnering with mParticle, Nova Entertainment was able to doubled its registered customer base while also lowering customer acquisition costs.

Nova Entertainment is Australia’s leading independent audio entertainment business. The company is best known for its suite of popular radio stations, including Smooth FM, Nova FM, Star FM, and FIVEaa.

With a combined radio and digital audience of around 8.8 million Australians, Nova had a huge opportunity to develop a customer data strategy that would allow them to understand audience engagement on a more granular level.

Nova Entertainment realized its existing Data Management Platform was falling short. Feature-rich Customer Data Platforms were evolving, and the business realized there was an untapped opportunity for collecting and managing its first-party customer data. 

For example, while Nova Entertainment could understand audience demographics using the GfK Radio Rating (Australia’s official radio measurement service), the business wanted to uncover more insights such as who their listeners were and how they were engaging. 

To better understand its audience, the company invested in implementing a Customer Data Platform at the foundation of its martech stack. Ultimately, Nova wanted a full end-to-end view of the customer journey.

After a thorough evaluation of the CDP market, NOVA chose to partner with mParticle as they knew it would help them:

  1. Accelerate their customer data ecosystem
  2. Remain flexible and agile to changing requirements
  3. Improve the power of their entire stack
  4. Unlock customer insights for teams across the business

NOVA also chose mParticle as they knew they could work with the mParticle team not just as technology partners, but also as trusted advisors, working together to develop their customer data strategy and transform the business.

The mParticle team has been incredible to work with. They've been very forthcoming with information, and have been willing to give us guidance and point us in the right direction as we develop our customer data strategy.

Tim Armstrong

Director of Digital Capability & Data NOVA Entertainment

Since implementing mParticle, Nova has been able to double its registered consumer base, and use insights off the back of the data collected by the CDP to refine their customer acquisition strategy. With these insights, NOVA has been able to decrease their customer acquisition cost (CAC) by 25% over a six-month period.

To see how you can get more value out of your customer data with mParticle, you can explore our interactive platform demo here.

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