Review the Opening Vignette: 2.1 “Sirius XM Attracts and Engages a New Generation of Radio Consumers with Data-Driven Marketing” from Chapter 2, Business Intelligence, Analytics, and Data Science: A Managerial Perspective. Write a 3 to 4 page paper describing the challenge presented and the BI solution implemented. Also, include an answer to the following question: What do you think were the dependencies on the information technology infrastructure that gave success to the BI solution? Submit this assignment as a Microsoft Word document using APA format. Be sure to include an introduction and a conclusion in this assignment.
2.1 Opening Vignette: SiriusXM Attracts and Engages a New Generation of Radio Consumers with Data-Driven Marketing
SiriusXM Radio is a satellite radio powerhouse, the largest radio company in the world with $3.8 billion in annual revenues and a wide range of hugely popular music, sports, news, talk, and entertainment stations. The company, which began broadcasting in 2001 with 50,000 subscribers, grew to 18.8 million subscribers in 2009, and today has nearly 29 million.
Much of SiriusXM’s growth to date is rooted in creative arrangements with automobile manufacturers; today, nearly 70% of new cars are SiriusXM-enabled. Yet the company’s reach has extended far beyond car radios in the United States to a worldwide presence on the Internet, on smartphones and through other services and distribution channels, including SONOS, JetBlue, and Dish.