Nova Entertainment has selected mParticle as its customer data platform to drive its first-party data approach.
The network recently brought its podcasting operations in-house as part of its evolving digital audio offering.
Nova has also launched The Player, a centralised destination for audiences to access content across NOVA’s radio stations, streaming, DAB+, news, podcasting, and Nova’s Red Room experiences.
The selection of mParticle is the latest stage in the evolution of Nova Entertainment's digital strategy.
“Over the last two years there have been ongoing changes and announcements from big tech when it comes to regulations related to the collection of customer data,” Nova Entertainment head of digital audience and monetisation Tim Armstrong says.
“Like many businesses we’ve been trying to navigate this space with open eyes whilst developing our long-term data strategy focused on new capability and meeting the growing demands of our customers.
"Now more than ever it’s important for us to build a robust foundation based on trust with the customer, ensuring that we treat customer data as if it were our own. mParticle is the right platform to enable us to take that next step in our journey.”
mParticle, which is headquartered in New York City, will enable Nova to amalgamate siloed customer data from multiple sources and understand how each customer is interacting with its assets across all touch points including mobile, web, and smart speakers.
The business will be able to organise collections of users into audience segments defined by certain behavioural attributes and seamlessly deliver data to downstream systems.
The customer data platform also allows the ability to provide personalised experiences to customers and enable deterministic targeted advertising and enable the business to quickly connect customer data to drive growth and engagement.
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