Case Study
Britbox Launch and International Expansion
The Problem
Long before BritBox was streaming much loved shows to audiences around the world, they came to Pickaxe with an idea for their new streaming service. They were looking for an experienced team to help them launch a direct-to-consumer business in the US and needed some help taking the idea from concept to launch.
After launching, BritBox then wanted to improve how they collect data, and especially how they identify which customers were their best, what content drives the most acquisition and retention, and what marketing channels delivered the highest quality subscribers in order to optimize their marketing and accelerate growth.
As BritBox continued to expand into new countries, they outgrew their analytics solution and needed to improve data collection across multiple platforms and many billing providers, including syndicated and direct billing revenue streams. They needed a way to analyze acquisition performance across marketing channels, but first needed to improve ad attribution, and they had no easy way to analyze LTV or connect the dots from acquisition through consumption.
What We Did
- Program management across all the UK and US teams to ensure successful launch and delivery.
- Managing the program for the successful follow up launches in the UK and Australia.
- Developed a complete data schema to collect and organize all the analytics, billing, and attribution data across a half a dozen platforms and billing providers, multiple regions, and many ad networks.
- Pickaxe Insights Platform powers data collection and reporting, and automated analysis speeds time to action.
- Provided Data Science capabilities to perform additional analysis on content performance, and marketing optimization.
The Results
And with Pickaxe’s additional help with schema development and analytics and data architecture, Britbox is now able to identify their highest value users, create content affinity lookalike audiences, and eliminate spend on networks providing high churn subscribers.
Four years later, the Pickaxe solutions have continued to scale with Britbox’s business across multiple regions, and a massive influx of new users
3.6M
Subscribers Worldwide
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