ITV to create customer data strategy for online

ITV is increasing its focus on data insight in a bid to enhance its online and on-demand offerings.

ITVPlayer

The broadcaster is looking to develop a customer data strategy to analyse information such as the 3 million e-mail addresses it has collected from people who view ITV’s content online. It will use it to inform ITV Player and ITV.com’s future development.

ITV says it believes the “ownership and utilisation” of customer data will be a source of “competitive advantage” in the future.

Fru Hazlitt, managing director of commercial and online, admitted last month that ITV Player had been “behind the curve” in comparison with the BBC’s iPlayer but that the broadcaster now has a renewed focus on multi-platform.

ITV’s managing director of online and on demand Robin Pembrooke is set to build out his business planning team in order to develop the new strategy.

It will include the introduction of a “data champion” across online and the wider organisation, to help drive what the broadcaster dubs a “significant cultural change” within the business to focus more on research and analytics.

ITV Player attracted 1 billion impressions in 2010, up 60% year on year, according to Hazlitt.

The on-demand player recently launched a new ad format that allows users to skip ads if they correctly answer questions on the brand or product in the spot.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here