Channel 4: Viewer Relationship Strategy

This case study explains how Channel 4, the UK broadcaster, used data and analysis from several sources to understand viewing behaviour and provide more personalised advertising in its on-demand platform.

Channel 4: Viewer Relationship Strategy

VCCPme

How did the campaign make a difference?

Channel 4 has embraced the power of data to truly put the viewer at the heart of their organisation. Their CRM strategy combines registration information from 11 million viewers with their individual viewing behaviour to create a valuable asset used across the organisation.

Rich viewer data, analysis, research and insight is now fed into a true multi-channel approach to provide a personalised Channel 4 experience across every touchpoint.

The programme has developed a more meaningful relationship with registered viewers by getting them closer to the programmes they...

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