SiriusXM and Pandora use data to build a single house of brands

SiriusXM, the audio-media company, is pursuing a strategy based on constructing a house of brands after buying Pandora, the streaming service.

Digital radio – think, audio feeds from live entertainment events, podcasts, and curated playlists that follow consumers wherever they go – has become a powerful out-of-home element in the consumer-engagement mix.

At SiriusXM – which logged revenues in the $2-billion range in its latest quarterly report, a 43% year-on-year increase – the potential of the burgeoning medium means putting a firmer stake in the ground as it seeks brand and consumer engagement.

In pursuit of this goal, the digital broadcaster recruited Denise Karkos as its new chief marketing officer in October 2019. Karkos had spent 13 years at TD Ameritrade...

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