ThinkAnalytics data allows Channel 4 to calculate who gets an extra slice of The Great British Bake-off.
Channel 4 has extended its partnership with ThinkAnalytics after working with the data insights company to run personalised recommendations its streaming service and across marketing and CRM campaigns.
Channel 4 has integrated Think360 with its customer engagement platform, enabling content recommendations to be tailored to each user’s viewing tastes and preferences, on and off platform. The public service broadcaster has been been using real-time behavioral data to maximise open, conversion and click through rates. One of the first broadcasters to do this extensively, Channel 4 has used Think360s insights to deliver relevant and personalized recommendations and increase streaming growth and loyalty.
Channel 4 and ThinkAnalytics have been working closely on A/B testing customer journeys across Channel 4 streaming, optimising the user experience and content offering for its 28 million+ registered users, resulting in notable uplifts in engagement in high impact customer areas of the app.
“Channel 4’s partnership renewal with ThinkAnalytics underscores our commitment to enhancing viewer engagement and driving digital innovation,” says David Cameron, Chief Product Officer at Channel 4. “We have been able to drive significant growth in streaming through a combination of editorial and AI powered curation. By leveraging Think360’s capabilities, we continue to refine our approach and together we are shaping the future of TV content discovery and curation.”
Channel 4 uses Think360 to personalise the presentation of various rails across the UI, combining editorially curated content with personalized recommendations designed to connect viewers to the content they love, in what Channel 4’s Head of Streaming Editorial, Alex Wall’s terms ‘smart curation’.
Marc Aldrich, Worldwide CEO, ThinkAnalytics said, “Channel 4 knows the power of AI powered curation and has been a pioneer in extending personalised viewer recommendations to its millions of registered users. We look forward to extending our partnership as Channel 4 continues to innovate and increase engagement with its audiences.”
Last month, Channel 4 announced a five-year strategy to reshape the organisation into a digital-first public service streamer by 2030.
