Case Study: SiriusXM achieves real-time, data-driven personalized marketing with Teradata

SiriusXM Attracts and Engages a New Generation of Radio Consumers

SiriusXM, the world’s largest radio company with nearly 29 million subscribers and $3.8B in revenue, faced new challenges as its auto-focused reach shifted to younger, lower-income buyers, used-car ownership cycles, and new wireless delivery opportunities after acquiring Agero’s connected-vehicle business. To win this audience and capture new revenue streams, the company needed to move from mass marketing to personalized, data-driven engagement across channels.

SiriusXM brought marketing in-house and partnered with Teradata to build an integrated data warehouse, strengthen master data management, run in-database analytics, and deploy real-time campaign platforms (Customer Interaction Manager, Digital Messaging Center and Marketing Resource Management). The initiative delivered household- and device-level targeting, near-real-time campaign results instead of four-day delays, closed-loop visibility, real-time scoring and in-campaign optimization—resulting in more relevant, cost-efficient offers and faster marketing performance.

SiriusXM