Foxtel Group partners with WPP Media on Marketing Mix Modelling solution

Foxtel Group has appointed Choreograph, WPP Media’s data and technology company, to deploy an open-source Marketing Mix Modelling (MMM) solution across its portfolio of brands including Kayo Sports, Binge, Hubbl and Foxtel.

The partnership, built on Google’s Meridian codebase, is the first of its kind in the industry and gives the Group greater transparency, scalability and IP ownership in its marketing analytics.

The MMM capability will allow Foxtel to measure the impact of creative quality, programming strength and other non-media factors on business performance, while supporting faster scenario planning to optimise media investment.

Developed by Choreograph in partnership with Google, the solution will be deployed directly onto Foxtel’s cloud infrastructure, ensuring data security and integration with the Group’s wider commercial analytics suite.

Tim Micallef, Foxtel Director of Media, said: “This project is a true game-changer for Foxtel’s marketing measurement capabilities. For the first time, we have a transparent, fully owned MMM solution that integrates seamlessly with our complex data ecosystem.

"This gives us the agility to adapt as our business evolves and ensures our marketing investments are truly optimised for growth.”

Tom Braybrook, Managing Director of Choreograph Australia & New Zealand, said: “This is measurement built for modern marketing. Often conventional MMM approaches have been limited by costs and lack of data ownership.

"Our Meridian solution truly enables Foxtel to take the best of both worlds – access to an intuitive, automated Marketing Mix Modelling platform; alongside the benefits of IP ownership and extensibility. We’re excited to usher in a new era of transparency and client ownership for Foxtel with this open-source MMM solution.”

For WPP Media, the Foxtel deal builds on recent momentum following global wins with Mastercard, Electronic Arts and Heineken.

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