January Issue

Big Data and CRM Help Public Broadcaster Attract More Donors

Data quality projects show Boston's WGBH how to segment customers for more lucrative target marketing

on the air

Public TV and radio station WGBH wanted to build deeper relationships with current and potential members, but the Boston-area PBS and NPR affiliate couldn't easily analyze its donor data from within its Salesforce customer relationship management system. That put targeted marketing efforts beyond reach, says Cate Twohill, the station's senior director and managing partner for CRM services.

Using RedPoint Global's Interaction and Data Management tools, Twohill's team mirrored the Salesforce data, to clean and analyze member information. Ultimately, WGBH wanted to find out which marketing programs appeal to which donors and to potential members.

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