Chrysalis appoints R1 to examine mobile and email data

by Ben Bold, Brand Republic 06-Oct-05, 07:30

LONDON - Chrysalis Radio has appointed R1's data intelligence unit to undertake a data forensics study to evaluate the broadcaster's mobile marketing and email databases across its radio brands.

The appointment of R1 follows hot on the heels of Chrysalis's launch of Insight, an independent division tasked with developing audiences and revenue through understanding listeners.

R1's data forensics unit will assess the value of Chrysalis's customer databases in terms of growing revenue. It will analyse data gathered through Chrysalis stations, including Heart, LBC, Galaxy and digital station Arrow.

R1 managing director Patrick Sargeant, said: "This is a very exciting opportunity for us to work with such an innovative new division who clearly put data insight at the heart of everything they do."

As part of its Insight division, Chrysalis has launched its Engagement Team, which has a brief to explore new communications channels with listeners beyond radio broadcast and traditional marketing.

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