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

Geoffrey Precourt

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 i

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