FOX Corporation is a leading media entertainment corporation that produces and delivers compelling news, sports, and entertainment through a portfolio of brands, including FOX News Media, FOX Sports, FOX Entertainment and FOX Television Stations. FOX is accessible to almost all U.S. households and operates dozens of digital properties delivering content to nearly 500M monthly devices (MTUs).

With the rapid increase of cord cutting and accelerated adoption of digital viewing, FOX needed to deliver more personalized and compelling digital experiences for consumers across its portfolio. Unfortunately, separate tech stacks across brands and disconnected data slowed teams down and prevented advanced customer data strategies.

Daryl Bowden, Executive Vice President of Technology at FOX Corporation, was tasked with finding a solution to standardize and deliver customer data to a complex stack of analytics, marketing, sales, and advertising tools. Daryl turned to Segment to align all brands around a single source of truth for customer data, gain a singular view of all users, and personalize digital experiences across channels. As a result, FOX is able to move faster and create optimized user experiences at scale.

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30 Ways to Win with Personalization

How innovative companies are using customer data across the customer journey.

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CUSTOMER STORY

How FOX generates 376% more visitors with personalized content

FOX moves faster and delivers personalized digital experiences to millions with Segment.

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The Next Generation of Customer Engagement

Since the pandemic, there’s been an explosion of digital channels, a subsequent deluge of customer data, and rapid digital transformation. In this guide, we distill five noteworthy trends that will determine how customer relationships will continue to evolve in the years to come.

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Moving faster with data standardization and integrations at scale

After evaluating a number of solutions, Daryl and team chose to implement Segment across a few of the FOX brands, including FOX, FX, and National Geographic. FOX saw immediate results; Segment made it faster to deploy data products, and reduced the number of engineering hours required to connect tools and maintain integrations.

For example, one of the FOX newsroom brands wanted to trial Chartbeat to better understand customer interests. The process of connecting Chartbeat to Segment took no more than 15 minutes. Without Segment, the typical turnaround for this type of instrumentation would have been a two-week sprint. In just this one example, FOX saved nearly 2 weeks of time using Segment. In Daryl’s words: “This is still one of the main reasons that we use Segment today. And if this is all that Segment did for us, I'd still be incredibly happy.”

Following this success, FOX implemented Segment across all of its business units and digital properties. FOX now runs all historical data through Segment to its warehouses and has enabled more than 680 unique integrations (1,200 total) within 3 workspaces with Segment. Centralized customer data infrastructure has saved thousands of engineering hours on data pipeline work, and enables FOX to save thousands of additional engineering hours when integrating newly acquired companies, like Tubi, Credible, or OutKicktheCoverage, into the FOX infrastructure. FOX can now move faster and accelerate the success of new tools, new companies, and new teams with Segment.

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Headquarters: New York, New York

Industry: Media and Entertainment

Challenge: With the increase of cord cutting and adoption of digital viewing, FOX needed to deliver more personalized and compelling digital experiences for consumers across its portfolio.

Solution: FOX turned to Segment to align all brands around a single source of truth for customer data, gain a singular view of all users, and personalize digital experiences across channels.

Segment overall results

  • Single view of the customer across different brands and teams

  • Better visibility of ad campaigns effectiveness

  • Overall increase in ROAS

  • 65% decrease in CPA (cost per acquisition)

Facebook campaign results

incremental increase on conversions for customer acquisition

23%

incremental increase on conversions for customer retention

16%

decrease in CAC
month on month

65%

increase in ROAS

700%

Google campaign results

Interested in hearing more about how Segment can help you?

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We know that the more series a user watches, the less likely they are to churn and the more likely they will evolve into superfans. So while the content team is busy producing and acquiring relevant content, our team is making sure through our centralized data strategy that the content gets seen by the right people as often as possible.

— Christian Rocha Castillo, Deputy Director Ecommerce/Digital Media, Domino’s Pizza

Connecting with hundreds of millions of users at scale

On top of being able to collect, unify and connect FOX’s data, Segment provides a singular view of users that enables teams to create personalized experiences across brands and digital touchpoints. FOX marketing, advertising, analytics, product, content, and editorial teams now have self-serve access to customer data and the flexibility to activate that data to deliver optimized digital experiences. Daryl explains how this has enabled teams across the company to build direct relationships with digital users:

FOX uses Segment data to build acquisition segments to acquire new FOX Nation users. The team has also implemented a multi-armed bandit ML model to constantly test and improve the content collections promoted to users and deliver the content that is most likely to appeal to them.

Daryl explains the role centralized data plays when it comes to turning a FOX Nation user into a fan or superfan via content recommendations:

What’s next? Daryl’s team is busy launching even more advanced data strategies and preparing for more record-breaking digital viewership. In 2023, FOX will cover the midterm elections, FIFA World Cup, another record-breaking Super Bowl, and other major social and sports events; the team is confident they can deliver immersive digital experiences at scale with Segment.

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Headquarters: New York, New York

Industry: Media and Entertainment

Challenge: With the increase of cord cutting and adoption of digital viewing, FOX needed to deliver more personalized and compelling digital experiences for consumers across its portfolio.

Solution: FOX turned to Segment to align all brands around a single source of truth for customer data, gain a singular view of all users, and personalize digital experiences across channels.

THE RESULTS

decrease in CPA
(cost per acquisition)

65%

in value of time saved annually

$1.2 million

376%

more visitors to FOX Sports 
“For You”

3.3 million

concurrent unique devices
(intake of ~ 350,000 records per second)

THE RESULTS

When you use any of our apps, you should be greeted like an old friend. When we deliver an ad to you, it should be relevant. When we suggest content to you, it should be in line with your tastes. This is all thanks to Segment.

— Christian Rocha Castillo, Deputy Director Ecommerce/Digital Media, Domino’s Pizza

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Results

Just one month after successfully delivering Super Bowl LIV, COVID-19 forced unprecedented quarantines and shelter in place orders. Demand for digital news and entertainment skyrocketed to nearly 500M, and the FOX teams were set up to continue to deliver flawless digital content and viewing experiences with Segment. FOX’s digital businesses could continue personalizing and optimizing digital experiences at scale -- faster, easier, and fully remote.

Daryl explains: “Delivering
 reliably and scalably during COVID-19 looked like the Super Bowl every day. If COVID  happened 3 years ago, we wouldn’t have been ready or been able to do the personalization we needed to do.”

THE RESULTS

$1.2 million

in value of time saved annually

376%

more visitors to FOX Sports 
“For You"

3.3 million

Concurrent Unique Devices (intake of ~ 350,000 records per second)

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Customer Data Platforms: Build, Buy...or Both?

Is it better to build a CDP in-house or buy one? To answer this question, businesses need to consider a slew of important factors like: time-to-value, total cost opportunity, scalability, engineering resources, and budget.

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This guide breaks down the CDP build vs. 
buy debate, and discusses a third option: harnessing the benefits of both with a 
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Disconnected data slowed FOX down

For all its success over the years, FOX didn’t need to build direct relationships with individual consumers. FOX’s market segments were giant categories of audiences with broad attributes. FOX did not have or need visibility across its many business units, nor did it need tools to bring all of its consumer interactions into one place.

However, with the media and entertainment landscapes continuing to shift toward mobile and OTT streaming, FOX needed to focus on more engagement through its digital platforms. For FOX to be successful now, the organization required access to centralized customer data.

Unfortunately, a complete understanding of users across properties was nearly impossible with the patchwork of data collection frameworks implemented across the organization. Plus, each of FOX’s digital brands had 40+ applications that were integrated to 30+ downstream tools, resulting in nearly 1200 integrations the engineering team had to build and maintain. In order to make customer data useful, engineering teams had to spend enormous amounts of time cleaning and standardizing data and connecting tools, which made it difficult to implement advanced data strategies and improve the user experience.

FOX needed a solution to avoid these bottlenecks and give teams access to standardized customer data to deliver optimized digital experiences.

For example, FOX Sports recently redesigned the FOXSports.com and the FOX Sports app, incorporating enhanced personalization at its core. FOX Sports uses data-driven insights to deliver the personalized stories and content users care most about. For instance, the FOX Sports “For You” product uses Segment data to give passionate fans access to content covering their favorite leagues, teams, and players in real-time. The data running through Segment, which is being leveraged in real-time through ML modeling, allows FOX Sports to provide a more engaging experience, deliver the most relevant content, and provide up-to-date statistics and sports news to users in highly consumable formats.

Daryl explains why this is so important to building deeper relationships with sports fans: “Sports are ephemeral and you need to process everything in real time. Normally this would be a huge lift, but Segment allows us to make changes really fast and build customer loyalty by delivering the relevant content users want, when they want it.”

Likewise, FOX News is also leveraging Segment to gain new users and improve customer loyalty via hyper-relevant content. In FOX Nation, FOX News’ new paid streaming service, loyal users pay for access to stream exclusive shows, series, documentaries, movies, daily programming, news stories, and more.

FOX uses Segment data to build acquisition segments to acquire new FOX Nation users. The team has also implemented a multi-armed bandit ML model to constantly test and improve the content collections promoted to users and deliver the content that is most likely to appeal to them.

Daryl explains the role centralized data plays when it comes to turning a FOX Nation user into a fan or superfan via content recommendations:

Delivering flawless digital experiences for the Super Bowl

FOX relies on Segment’s extensive data infrastructure to deliver content at scale across the entire digital portfolio. In February 2020, FOX broadcasted Superbowl LIV. The event attracted the largest ever streaming audience with 3.4 million viewers across a range of connected devices -  an increase of approximately 23 percent in digital viewing over Super Bowl LIII. FOX’s best in class architecture, with Segment at its core, delivered a record-breaking and wildly successful game day for FOX.

Given the high pressure stakes of broadcasting the largest sporting event in FOX’s history, the FOX Data Services team set out to develop a framework for data intake and publishing to deliver a seamless digital viewing experience. In preparation, teams from FOX Data Services, Segment Professional Services, and Amazon Kinesis worked to test any and every scenario that could happen on the big day.  In one extremely successful stress test, the framework was able to handle a peak of nearly 10 million unique concurrently streaming devices per minute. On game day, Segment’s best in class infrastructure and Professional Services Team were some of the necessary pieces to the intake of approximately one million records per second.

Centralized customer data enables FOX to move faster:

  • Ease of maintenance across more than 1200 tool integrations
  • >$1.2M in value of time saved annually 
  • Reduced customer data QA labor by 75%
  • Reduced manual QA effort costs by $622k/year 
  • Avoided costs of wasted downstream data user productivity by $500k/year

Singular source of truth enables FOX to deliver personalized experiences to millions of users:

Delivering personalized experiences on FOX Sports “For You” properties has resulted in:

  • 376% more visitors to FOX Sports “For You”
  • 33% more visits to FOX Sports  “For You”
  • 31% increase in stories consumed within FOX Sports  “For You” 

Delivering relevant, recommended content to users on FOX Nation has resulted in:

  • An average 347% lift in clicks/visits to recommended content modules
  • An average 62% lift in clicks/visits to “Recommendable Collections”

Segment + AWS infrastructure deliver reliability and scale for Superbowl LIV:

  • Concurrent Unique Devices – 3.3 M (intake of ~ 350,000 records per second)
  • 4 Kinesis Data Applications
  • Data throughput – 17 GB/min
  • Record throughput – ~21 Mil/min
  • Kinesis Scaling – 62 KPUs

Results

Centralized customer data enables FOX to move faster:

  • Ease of maintenance across more than 1200 tool integrations
  • >$1.2M in value of time saved annually 
  • Reduced customer data QA labor by 75%
  • Reduced manual QA effort costs by $622k/year 
  • Avoided costs of wasted downstream data user productivity by $500k/year

Singular source of truth enables FOX to deliver personalized experiences to millions of users:

  • Delivering personalized experiences on FOX Sports “For You” properties has resulted in:

    - 376% more visitors to FOX Sports “For You”
    - 33% more visits to FOX Sports  “For You”
    - 31% increase in stories consumed within FOX Sports  “For You” 

  • Delivering relevant, recommended content to users on FOX Nation has resulted in:

    - An average 347% lift in clicks/visits to recommended content modules
    - An average 62% lift in clicks/visits to “Recommendable Collections”


Segment + AWS infrastructure deliver reliability and scale for Superbowl LIV:

  • Concurrent Unique Devices – 3.3 M (intake of ~ 350,000 records per second)
  • 4 Kinesis Data Applications
  • Data throughput – 17 GB/min
  • Record throughput – ~21 Mil/min
  • Kinesis Scaling – 62 KPUs

Learn how you can personalize your customer experience with Journeys.

This guide breaks down the CDP build vs. 
buy debate, and discusses a third option: harnessing the benefits of both with a 
hybrid approach.

By requesting a demo you agree to Segment's Privacy Policy, and you consent to receive marketing communications, including automated text messages, from Segment.