Leading media company adopts cutting-edge Lakehouse CDP to unify subscriber and event data, aiming to boost personalisation and revenue.

LONDON – 8 October, 2024 – Haymarket Media Group, the media, data and information company, has selected Amperity, the first AI-powered Lakehouse customer data platform (CDP), as its critical data foundation to unify, manage, and activate all of the company’s subscriber and events data.

A Lakehouse CDP combines the benefits of data lakes and data warehouses, offering both storage and analytics advantages not offered by other CDPs. By adopting this AI-powered, data-driven approach, Haymarket can effectively scale personalisation and increase revenue from its subscribers and events.

Haymarket’s global portfolio features over 70 market-leading brands. It engages and connects audiences across multiple sectors, including marcomms, medical, automotive, business, horticulture, environment, content marketing, and finance. This is achieved through a diverse range of platforms, including live events, digital media, education, data, tech services, video, audio and print.

Jo Parkin, Director, Marketing Operations at Haymarket Media Group said: “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.

“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 announcement comes at a critical time as the industry faces data deprecation challenges due to privacy regulations and signal loss of third-party cookies. Amperity’s expertise in accurately resolving customer identities using first-party data and providing actionable insights offers Haymarket a compliant way to understand and engage its audiences. This ultimately aims to enrich customer interactions, drive revenue growth, and improve acquisition and retention through targeted engagements.

Payal Sood, Director of Technology at Haymarket Media Group said: “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.”

With Amperity, Haymarket can now extract valuable insights from its extensive online and offline data sources. This powerful combination reveals the evolution of customers across ever-changing channels and behaviours to create an unparalleled data foundation. By building lookalike audiences based on customer lifetime value and product affinity scores, the company can attract a wave of new customers who are primed for engagement, potentially unlocking unprecedented revenue growth.

Matthew Biboud-Lubeck, General Manager, EMEA at Amperity said: “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.”

About Haymarket Group

Haymarket Media Group is a privately-owned media, data and information company, shaping a better future with remarkable content for specialist audiences across the world. The company has 1,300 employees across offices in the UK, US, Canada, Hong Kong, Singapore, India, Germany and the Netherlands.

Haymarket’s portfolio consists of more than 70 market-leading brands including Campaign, Third Sector, What Car?, MyCME and Asian Investor.

Through live, digital, print, education, data, tech services, video and audio, Haymarket’s brands inspire, inform and empower clients and communities internationally. For more information: haymarket.com.

About Amperity

Amperity, the first Lakehouse customer data platform (CDP), delivers the confidence brands need to unlock growth by truly knowing their customers.

With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance.

Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools.

More than 400 brands worldwide rely on Amperity to turn data into business value, including Virgin Atlantic, Doc Martens, Haymarket, Alaska Airlines, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts.

For more information, visit amperity.com or follow us on Linkedin, X, Facebook and Instagram.