M+E Connections

HITS Spring: Salesforce Talks Top Customer Lifetime Value

From broadcasters and studios, to pay TV and streaming media providers, the past year has offered up all sorts of challenges, and has required plenty of rethinking around media and entertainment business strategies.

For Salesforce’s Siva Natarajan, global head for media and entertainment strategy, it’s meant keeping its breadth of media and entertainment clientele up-to-speed with how consumers behavior has changed, and what to expect next.

“Some of these digital disruptions were inevitable, while some were accelerated by COVID,” Natarajan said, speaking at the annual Hollywood Innovation and Transformation Summit (HITS) Spring event, during the presentation “As The World Churns: Best Practices in Subscriber Retention.”

“One common thing, irrespective of vertical, is what’s made media companies successful thus far may not be enough to make them successful in the future.”

Forget TV bundles, and focus on streaming. Mass media has become “my media.” And while in-person experiences are returning, virtual experiences are also here to stay, Natarajan said. That’s why Salesforce’s media products are changing with the times, he said.

Salesforce’s flagship media industry product Media Cloud — which helps companies design, launch and monetize media experiences, with a special emphasis on maximizing customer lifetime value (CLV) by delivering frictionless, personalized B2C and B2B media experiences — was “built from the ground up” for the industry, Natarajan said, and is being used by clients for subscriber retention, analytics and more.

“Media companies are looking for new strategies in terms of operating models, business models, and even technology infrastructure investment,” he said.

To view the entire presentation, click here.

HITS Spring was presented by IBM Security with sponsorship by Genpact, Irdeto, Tata Consultancy Services, Convergent Risks, Equinix, MicroStrategy, Microsoft Azure, PacketFabric, Richey May Technology Solutions, Tamr, Whip Media, Eluvio, 5th Kind, LucidLink, Salesforce, Signiant, Zendesk, EIDR and the Trusted Partner Network.