From Manual Campaigns to Intelligent Customer

After separating from its former parent company, DIRECTV had the rare opportunity to start from scratch—reimagining how customer data could power every interaction. By combining Snowflake as its enterprise data foundation with Tealium CDP for real-time activation, the team replaced manual, channel-specific campaign lists with a flexible, identity-driven approach that empowers marketers to build personalized journeys at scale. Explore how DIRECTV created hundreds of reusable audiences, streamlined campaign execution, and laid the foundation for AI-driven customer engagement.