Haymarket Media Group partners with Amperity for AI data transformation

Haymarket Media Group has chosen Amperity's customer data platform to unite and manage its substantial subscriber and event data using AI technology.

The media company, which operates over 70 brands worldwide, aims to strengthen personalisation and boost revenue through this adoption. Amperity's Lakehouse customer data platform (CDP) merges the functionalities of data lakes and warehouses, providing both storage and analytics, which are not available in all CDPs.

Jo Parkin, Director, Marketing Operations at Haymarket Media Group, commented on the decision: "Our partnership with Amperity goes beyond customer engagement - it's a comprehensive transformation of Haymarket's data landscape. By leveraging Amperity's patented technology, we have unified and simplified vast amounts of data from across our diverse portfolio, providing stakeholders with seamless access to actionable insights that drive smarter, data-driven decisions."

She further expressed enthusiasm towards the collaboration, stating: "We've loved working with the Amperity team and are excited for all that's to come - from enhancing customer interactions, driving revenue growth, to strengthening acquisition and retention efforts, and ultimately enabling more impactful engagement across all our platforms."

The implementation of Amperity comes as the industry grapples with challenges tied to data deprecation, particularly due to stricter privacy regulations and diminishing third-party cookie support. Amperity is recognised for creating solutions for accurately resolving customer identities using first-party data, which provides insights for more focused customer interaction strategies.

Payal Sood, Director of Technology at Haymarket Media Group, illustrated the objective underpinning this collaboration: "Our strategy revolves around building technology to provide a competitive advantage. Amperity's Lakehouse platform enables us to expand our data capabilities from marketing to enterprise-wide sales and analytics, aligning with our vision of technology as a catalyst for business growth."

Utilising Amperity, Haymarket aims to tap into valuable insights from its diverse data sources. This synergy is expected to lead to improved customer comprehension across varied channels and behaviours, establishing a robust data foundation.

Matthew Biboud-Lubeck, General Manager, EMEA at Amperity, praised the partnership: "Amperity is proud to partner with Haymarket in its mission to redefine the media landscape. Our Lakehouse CDP will enable Haymarket to unify its rich subscriber and event data, creating a foundation for personalised experiences across all touchpoints. We're excited to help Haymarket enhance customer engagement and drive revenue growth, especially in this era of increasing data privacy challenges."

Haymarket's application of Amperity's technology also aims to create lookalike audiences based on customer lifetime value and other metrics, which could lead to attracting new customers and increasing engagement, while potentially boosting revenue.