Case Study: NBC achieves greater customer engagement with personalization strategy from Point B

Bringing Fresh Thinking to Broadcast News

NBC, a national media organization, wanted to create a sticky local news app but faced uncertainty over whether to invest in a personalization strategy. The company's siloed business and IT teams prevented leadership from making a clear decision, putting them at risk of losing their audience to more digitally advanced competitors. They engaged consulting firm Point B for a strategy consultation to help them validate their direction.

Point B identified a key organizational hurdle: the technical team was excluded from initial planning. By bringing them into the process, Point B helped validate the decision to pursue personalization through stakeholder interviews and market analysis. The vendor then delivered a prioritized roadmap for the app. The solution resulted in increased efficiencies, as business and technical teams now work in concert. A company general manager stated that personalization has become a key differentiating strategy for greater customer engagement.

NBC