Hearst TVs Add Matrix CRM/Sales System

Hearst Television Inc. has fully implemented Web-based media CRM and sales analytics solution from Matrix Solutions across all 29 of its television stations. Hearst Television serves 30 U.S. cities and reaches approximately 18% of U.S. television households.  The full implementation to the new Matrix system took 10 weeks to fully install and also included on-board training.

“Hearst Television’s objective was to find a CRM solution with a partner that understands the broadcast business model and could provide software as a service model,” said Al Lustgarten, Hearst VP of IT. “Matrix was the perfect choice as they not only met our requirements but also understood how to integrate into our sales database.”

The new system affords users access anytime from anywhere via the Web or mobile device. According to Matrix, “it is unique in its ability to normalize data, by cleansing and merging data that may be off slightly, i.e., a business name misspelled at one level. Normalization saves a tremendous amount of time in aggregating and analyzing data, especially at a corporate group level where records are summarized to provide a holistic view since providing accurate and actionable data is key.”