---
title: "DIRECTV Rebuilds Customer Data From Scratch"
id: "95181"
type: "resource"
slug: "directv-rebuilds-customer-data-from-scratch"
published_at: "2026-07-24T02:31:46+00:00"
modified_at: "2026-07-24T02:33:58+00:00"
url: "https://tealium.com/resource/case-study/directv-rebuilds-customer-data-from-scratch/"
markdown_url: "https://tealium.com/resource/case-study/directv-rebuilds-customer-data-from-scratch.md"
taxonomy_resource_type:
  - "Case Study"
taxonomy_vertical:
  - "Entertainment"
---

Case Study

# DIRECTV Rebuilds Customer Data From Scratch

## How DIRECTV created a flexible CDP foundation after a major separation. [Download Case Study »](https://wpmedia.tealium.com/wp-content/uploads/2026/07/DIRECTV.pdf)

By pairing a Snowflake based data hub with Tealium CDP, DIRECTV moved from manual, channel specific lists to an orchestrated, identity driven foundation for customer engagement.

## What Changed With The New Stack

### From manual lists to journeys

Legacy campaigns relied on hand delivered, channel specific lists that quickly went stale.

• Manual lists per email, SMS and outbound telemarketing

• 18 emails in 30 days with 18 different asks

• No shared customer view across channels

+8

Percentage points improvement from just one use case

1,500+

Connectors active in the new ecosystem

300

Reusable customer segments driving campaigns

### Enterprise wide data foundation

After DIRECTV split from its former parent company, it had no martech stack, so the team designed an enterprise wide architecture from scratch.

• Snowflake chosen as independent source of truth

• Identity key ring unifies platform specific identifiers

• Tealium CDP orchestrates activation across channels

“By putting our data in an area where we can continually go back to it and move it to a different platform means we’re not dependent on anybody, right. We can be truly independent.

— Mark Loovis, Director of Marketing Technology at DIRECTV

### Scaling adoption and use cases

The martech team advocates new data use cases, partners with privacy, finance and other business teams, and uses A/B tests to prove impact and grow adoption.

• Over 1500 connectors and 1,200 attributes configured

• Around 300 reusable audiences power campaigns

• Marketers, not engineers, manage most data flows

### Why it worked:

Several design choices made DIRECTV’s approach effective:

• Anchoring data in Snowflake preserved independence from any single platform

• An identity key ring allowed systems to keep native IDs while still translating between them

• Lego block audiences let martech experts manage complexity so marketers could compose campaigns with simple building blocks

### What’s next:

DIRECTV is clear about where it wants to expand next:

• Running a live generative AI agent on web and other channels

• Reducing latency so cancellation and retention journeys react in near real time

• Scaling retargeting based on behavior across email and the DIRECTV application

• Consolidating creative assets in a DAM to support faster, more consistent campaigns

## Featured Resources

[Video From Data Layer to Context Orchestration: Tealium’s 2026 Innovation Roadmap Learn More](https://tealium.com/resource/video/2026-innovation-roadmap/)
[Webinar Data Layer Sessions: How to Plan for an Enterprise Data Layer for 2026 with Nick Albertini Learn More](https://tealium.com/resource/webinar/data-layer-sessions-how-to-plan-for-an-enterprise-data-layer-for-2026-with-nick-albertini/)
[eBook Top Use Cases from Digital Velocity London 2026 Learn More](https://tealium.com/resource/ebook/dv-emea-2026-use-cases/)