In a significant move that highlights the growing intersection of media and technology, Haymarket Media Group has announced its partnership with Amperity, a leading AI-driven customer data platform provider. This collaboration aims to enhance personalisation and drive revenue across Haymarket’s expansive portfolio of over 70 global brands. By leveraging Amperity’s Lakehouse platform, Haymarket seeks to unite and manage its extensive subscriber and event data, marking a pivotal transformation in its data landscape.
The decision to adopt Amperity’s technology comes at a time when businesses are grappling with increasing challenges related to data deprecation, primarily due to stringent privacy regulations and the phasing out of third-party cookies. In this landscape, companies must rely on first-party data to effectively engage customers. Haymarket’s Director of Marketing Operations, Jo Parkin, underscored the strategic importance of this partnership, stating, “Our partnership with Amperity goes beyond customer engagement – it’s a comprehensive transformation of Haymarket’s data landscape.”
This partnership is not merely about managing data; it’s about enabling actionable insights that lead to smarter, data-driven decisions across multiple platforms. The integration of Amperity’s Lakehouse platform allows Haymarket to not only store vast amounts of data but also to analyse it in real-time, providing a competitive edge in understanding customer behaviour.
One of the standout features of Amperity’s Lakehouse customer data platform is its ability to consolidate the functionalities of data lakes and warehouses. While traditional customer data platforms focus primarily on storage or analytics, Amperity combines these capabilities, making it a robust solution for companies looking to enhance their data utilisation. This is particularly critical for Haymarket, as it positions itself to create more meaningful customer experiences through improved data analysis.
Payal Sood, Director of Technology at Haymarket Media Group, articulated the overarching goal of this collaboration: “Our strategy revolves around building technology to provide a competitive advantage. Amperity’s Lakehouse platform enables us to expand our data capabilities from marketing to enterprise-wide sales and analytics.” This technology aims to be a catalyst for business growth, allowing Haymarket to better understand its customers and tailor offerings that resonate with various segments of their audience.
The partnership also includes the creation of lookalike audiences based on customer lifetime value and other key metrics. By employing advanced data analytics, Haymarket aims to attract new customers and foster deeper engagement with existing subscribers. This approach not only helps increase revenue but also enhances customer loyalty, as personalised interactions become the standard.
Amperity’s General Manager for EMEA, Matthew Biboud-Lubeck, praised the partnership, stating, “Amperity is proud to partner with Haymarket in its mission to redefine the media landscape. Our Lakehouse CDP will enable Haymarket to unify its rich subscriber and event data, creating a foundation for personalised experiences across all touchpoints.” This sentiment echoes the broader industry trend toward data-driven marketing strategies that promise to boost customer engagement and ultimately drive profitability.
In practical terms, Haymarket’s application of Amperity’s platform will lead to improved efficiency in campaign management and customer onboarding processes. For instance, by thoroughly analysing customer interactions across diverse channels, Haymarket can tailor its messaging, ensuring that it resonates with each unique audience segment. This specificity in communication not only improves engagement rates but also enhances conversion rates—a critical metric for any e-commerce or media-focused enterprise.
As businesses navigate an increasingly complex digital ecosystem, collaborations like that of Haymarket and Amperity underscore the importance of investing in technology that supports data-driven decision-making. With privacy concerns becoming ever more prominent, establishing a strong foundation of first-party data will be essential for success in the competitive marketplace.
The future looks promising for Haymarket Media Group as it continues to harness the power of Amperity’s advanced AI capabilities. By prioritising data transformation through this partnership, Haymarket is not just adapting to the current digital landscape; it is actively shaping the future of media interaction and customer engagement. This strategic move is a testament to the importance of innovation in driving revenue growth and enhancing customer experiences in the modern marketplace.
In conclusion, Haymarket Media Group’s partnership with Amperity potentially sets a new standard for how media companies can leverage technology to create meaningful and profitable customer relationships, ensuring they thrive in an increasingly data-driven world.