Kiwi streaming TV service Lightbox has been using sophisticated data and analytics to gain a deeper understanding of its customers, and says as a result, its offering is more competitive against global content providers than ever before.
Lightbox engaged with data, analytics and marketing specialists Qrious to understand why customers became inactive or ceased viewing, and how to better engage and retain those same viewers.
The specialists at Qrious took a less traditional view on churn propensity modelling, and instead mapped out what “good” viewer behaviour looked like. For Lightbox, this then became the benchmark for all subscriber activity – and enabled Lightbox to communicate appropriately with subscribers and present them with shows that they would enjoy.
Lightbox General Manager, Hema Patel says that the specialised data expertise of Qrious allowed not only a fresh perspective on existing data but also the ability to surface meaningful business insights.
“The Video-on-Demand landscape is fast-paced and highly competitive. To stay relevant – and successful - we are realising that data has to be at the core of all our strategic business decisions. Thanks to Qrious, we are becoming a truly data-driven business - enabling us to provide our subscribers with the best possible viewing experience and stay 100% competitive with global content providers,” she says.
David Leach, CEO at Qrious, says that this particular project really highlights the power of using data and advanced analytics to accurately inform your business and marketing strategy.
“As a result of our work together, Lightbox can now access subscriber insights, pull customer data easily in real-time and run monthly reports on engagement levels that inform all their future marketing activity.
“Qrious offers world-class data, analytics and marketing capabilities that helps to transform customer engagement, giving New Zealand businesses such as Lightbox the ability to thrive in a competitive international landscape,” he said.