Inside The BBC’s analytics: Delivering growth with a data-driven marketing strategy

The British Broadcasting Corporation (BBC), known for its reach in both broadcast and digital realms, faces the challenge of adapting its marketing strategies in a shifting media landscape. Embracing innovative approaches and leveraging data analytics are at the forefront of its incremental improvement efforts. This strategic evolution at the BBC underscores the importance of adapting to changing media landscapes through data-driven approaches and collaborative, informed decision-making.

Key Takeaways:

  • Strategic Resource Allocation: The BBC is intensifying its focus on strategic resource management, especially in engineering, to enhance A/B testing across various segments, including audiences and audio. This is critical for determining the most effective marketing strategies.
  • Data-Driven Decision Making: The introduction of the funnel feature in Piano Analytics for planning teams, including editorial, marketing teams and product teams, marks a significant shift. It facilitates access to vital data at the planning stage, enabling more informed decision-making and prioritization.
  • Engagement and Conversion Strategies: Exploring new methods like push notifications for non-converters is under consideration to assess its impact on improving conversion rates. This approach reflects a shift from solely tracking completion rates to focusing on consumption patterns that drive tangible returns for the business.
  • Collaborative Growth and Accessibility: The use of funnels has catalyzed a transformation in how decisions are made at the BBC. By making data accessible to frontline teams who may not have technical expertise like SQL, it fosters improved collaboration and aligns efforts towards common growth objectives.