Case Study: Entercom achieves radio’s digital transformation and advanced audience targeting with Lytics

How One Company Is Using Its Data to Lead Radio’s Digital Transformation

Entercom, owner of 250+ local radio stations, live events and the RADIO.COM app, faced a steep challenge: winning ad dollars from marketers who favor digital platforms like Facebook and Google for their precise audience targeting. Traditionally seen as a broadcast medium with limited identity data, Entercom needed a way to make radio’s audiences as addressable and measurable as digital channels — a problem Dan McKinney, VP of Data & Analytics, tackled after bringing the Lytics customer data platform into the company.

Using Lytics, Entercom consolidated first‑party signals (call‑ins, texts, ticket sales, app activity) and persistent identifiers like phone numbers into an identity graph, enriched it with third‑party attributes, and launched Advanced Audio ad products. The result: advertisers can target and measure campaigns like they do on digital platforms, linking listeners to sales (one restaurant chain saw a 65% sales lift), securing meetings with direct‑to‑consumer brands, and improving app acquisition by targeting users most likely to download RADIO.COM.

Entercom

Dan McKinney

Vice President of Data & Analytics