How UP Entertainment optimizes campaign engagement to decrease churn

With help from Segment and Looker, UP Entertainment gains visibility around how its customers interact with different brands to inform its marketing strategy, resulting in a year-over-year decrease in churn.

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The Company

Founded in 2004 in Georgia, UP Entertainment is a digital cable and tv network comprised of UP TV, Aspire TV and UP Faith and Family. UP TV network offers uplifting, family-friendly programming that includes original movies, series, and specials. Aspire TV is a network that celebrates black culture and urban lifestyle, and UP Faith & Family is an entertainment streaming service that features family-faith-friendly shows on any device.

The Challenge

UP Entertainment’s goal was to build a more events-driven marketing organization with a clear technology strategy, but to do this the team needed to develop a technology architecture that would include: understanding attribution flow, tracking every customer touchpoint, and creating and automating actionable insights.

We needed to develop a robust technology stack that not only serves our current business needs but also transforms with the company in the future.
Dre Barnes, Sr. Director of Innovation & Technology

However, UP Entertainment was struggling with fragmented data siloed in different business units and tools. With no formalized attribution reporting or automation system to aid in understanding when to execute important marketing outreach and campaigns, the team’s tactics could not be optimized for different scenarios and the efficiency of campaign spending was not optimal. Finally, because they lacked a centralized reporting system internally, they felt dependent on vendors to provide insight into campaign performance. Resulting in misalignment between internal measurements and vendor-supplied data.

The Solution

UP Entertainment’s technology team determined they needed to create a simplified MarTech stack that would help drive strategy and operations. It would focus on three key areas: data, intelligence, and growth. For this new solution to work, the team would need to find a solution that integrated with their many tools to provide a consistent view of how their customers engage with them across different touchpoints and business units.

“We are a subscription business, streaming video on-demand. It is imperative for us to understand the ‘where.’ What is the ad, email, text that triggered that action or behavior for them to convert, sign-up for a free-trial or win them back?” said Dre.

Ultimately, they achieved this by using Segment for data collection, Looker for intelligence, and Mailchimp, Google Ads, and Facebook Ads for growth. Then, using Branch, they were able to develop a mobile attribution flow back to Segment. As Dre noted, “This ensured that UP Entertainment was tracking every single touchpoint and, of course, trading and automating real actionable insights.”

Danny Ayoubi, Director of Data Science, added, “This really created a feedback loop. So, our cycle of technology drives a strategy. That strategy then drives operations that utilize events along with the data, so everything feeds back into the analysis and decision process and refines our models over time.”

UpEntertainment MarketingAttribution

The Result

The results of this integration were exactly what UP Entertainment had been hoping for. They were able to track how their customers were interacting with their different brands to develop an events-driven marketing strategy that resulted in a year-over-year decrease in churn.

By sending key events to their Amazon Redshift warehouse, they were able to use Looker to build specific target audiences then filter that data back into Segment to build campaigns in Mailchimp. These event-based email marketing campaigns increased open and click-through rates, decreased their cost-per-acquisition, all while increasing subscriber growth.

Everyone talks about ‘actionable insights’ but many marketing organizations lack the real time flow of data necessary to achieve them. But ‘actionable insights’ are actually achievable with Looker and Segment.
Dre Barnes, Sr. Director of Innovation & Technology

None of this success for UP Entertainment could be possible without a company like Segment at the center of their data collection and Looker to provide them the visualization layer to quickly get the insights they need. “Using Segment and Looker contributes to our bottom line, and we are really, really happy with the results,” said Dre.

uptv-orange-hi-res

Industry: Media & Entertainment
Location: Atlanta, GA
Employees: 200

Using Segment and Looker contributes to our bottom line, and we are really happy with the end results.

Dre Barnes

Sr. Director of Innovation and Technology

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