• by Wayne Friedman , December 1, 2020

NBCUniversal is boosting its customer relationship management (CRM) data efforts across all its media platforms through an expansion of its deal with Salesforce.

Salesforce will help “democratize resources” -- including insights and product knowledge -- by investing in new technologies for NBCU's client and media agencies, which will gain efficiency and transparency.

This includes using Salesforce's artificial intelligence tools, giving NBC employees marketplace insight to deliver client recommendations.

“We all share the responsibility for transforming our industries and our society — and that starts inside our own companies,” stated Linda Yaccarino, chairman, global advertising and partnerships, NBCUniversal. “With Salesforce, we’re building a unified information source to reimagine collaboration across our entire platform.”

NBC says this will give its unified cross-media advertising platform -- One Platform -- better results when it comes to all NBCU brands -- from news and entertainment to lifestyle and Spanish-language brands.

Earlier this year, NBCUniversal launched One Platform, a single TV and digital ad buying/management platform, allowing marketers to target key audiences -- for all NBC screens, networks, and dayparts -- all with one single audience guarantee.

One Platform's tools help with optimization, media plans, scheduling/trafficking and measurement.

The latter will continue to come from a “multiple” of third-party measurement firms such as Nielsen, Comscore and Data Plus Math, as well as other attribution companies.

One Platform will also integrate first-party marketer data.