Personalising the customer experience for Channel4
Channel 4 was set up with a unique model as a ‘publisher-broadcaster’ that commission content from production companies throughout the UK. Their twin goals as a content provider and business are to fulfil our remit and to be commercially self-sufficient. The optimisation and personalisation campaigns were solely focused on these twin goals.
During my time as Head of Online Media at Maxymiser (OracleMaxymiser) my team and I worked with Channel4 to optimise and personalise the experience of a number of key pages for their various user segments.
This project saw the integration of Channel4’s Business Intelligence (BI) with Maxymiser’s API driving near 1-2-1 personalisation “on the fly”.
The goals of our campaigns were to present different user segments with different designs and content to drive advertising revenue whilst also ensuring the content recommended through their video recommendation engine was complementing and adding value to the users’ experience.
Channel4’s users, like all online media users, behave differently with some users prefering short form content, others binge watching through various series whilst other users visiting a few times per month watching longer form content. Each user goal is different so we ensured that we are targeting each user with the right content and the right time supported by the right algorithms to drive more video views whilst ensuring their advertising wasn’t getting in the way of the user experience.
CLIENT
Channel4
YEARS
2013-2014
SERVICES
Product Optimisation, Personalisation
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