Media24 Data Management and Marketing
Media24, a leading South African media company, faced challenges in managing fragmented customer data and leveraging it for effective marketing. We partnered with Media24 to create a unified customer view by integrating data across their divisions using Google Cloud Platform and advanced big data technologies. This solution enabled deduplication, personalised offerings, and stronger customer relationships. Additionally, we automated their marketing campaigns by integrating diverse data sources with the Everlytic API, enhancing customer engagement and streamlining processes. Our tailored solutions have transformed Media24’s operations, driving strategic growth and data-driven decision-making.
Overcoming Data Fragmentation with a Unified Customer View
One of the earliest challenges Media24 encountered was managing a massive and fragmented customer database spread across multiple divisions such as LeisureBooks, Spree, and Netwerk24. In 2014, well before Customer Data Platforms (CDPs) became mainstream, Media24 recognised the need for a Single View of the Customer to improve service delivery, identify cross-sell and up-sell opportunities, and support data-driven decision-making.
To address this, we developed a cloud-hosted solution that integrated data from all Media24 entities into a unified system. Using advanced document indexing and big data technologies, we created a dynamic and intuitive dashboard that provided real-time filtering and visualisation of customer data, preferences, purchase paths, and more. This unified customer view allowed Media24 to deduplicate customer records, personalise offerings, and strengthen customer relationships—ultimately driving better business outcomes.
Automating Marketing Campaigns for Targeted Customer Engagement
As Media24 continued to evolve, so did their need to leverage data for more effective marketing campaigns. They faced the challenge of efficiently managing and utilising data from various sources to drive automated, targeted customer communications. Media24 needed a solution that could push data directly to the Everlytic API on Google Cloud Platform, enabling seamless integration with their marketing automation platform.
We responded by developing a robust solution that integrated Media24's diverse data sources—customer information, preferences, and behaviour data—with the Everlytic API. Leveraging batch and stream processing, we ensured that Media24 could handle large volumes of data and maintain real-time updates for personalised marketing efforts. This automation significantly improved customer engagement, increasing open and click-through rates, and streamlining the overall marketing process. The result was a more efficient and effective marketing strategy, driven by real-time insights and data-driven decisions.
A Holistic Approach to Data Management and Strategic Growth
Through our ongoing collaboration, CloudSmiths has addressed Media24's complex data management and marketing challenges with tailored solutions that have transformed their operations. By unifying their customer data and automating their marketing efforts, we have enabled Media24 to leverage their data more effectively, driving improved customer engagement, operational efficiency, and strategic growth.
Our partnership has not only provided Media24 with the tools to manage their data more effectively but has also positioned them to continue leading the market with innovative, data-driven strategies.
Everlytic API