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Sky iq - getting clever with data
 

Sky iq - getting clever with data

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Marketing Effectiveness in the Data Age

Marketing Effectiveness in the Data Age

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    Sky iq - getting clever with data Sky iq - getting clever with data Presentation Transcript

    • GETTING CLEVER WITHDATA 1
    • WHY WE NEED DATA IN OUR LIVESThe customer journey has become complex © Sky IQ Customer Intelligence Services 2011 2
    • DATA IS CAUSING CONFUSION © Sky IQ Customer Intelligence Services 2011 3
    • DATA IS CAUSING CONFUSION © Sky IQ Customer Intelligence Services 2011 4
    • DATA DRIVING MARKETING © Sky IQ Customer Intelligence Services 2011 5
    • RECOGNISING THE OPPORTUNITY Subscriber value and Content value Maximising volume growth measurement Advertising revenues Decision making in-tune with our consumer knowledge Drive Implement Create Understanding Strong Data Prediction and Governance Culture Measurement Behaviours Step-change Step change Step change Customer Insight Decisioning Customer Data Capability Management © Sky IQ Customer Intelligence Services 2011 6
    • THE SKY DATA MACHINE  10m customer households  Multiple channels for inbound and outbound  856m targeted interactions per year  Approx. 19,000 segment offers per year © Sky IQ Customer Intelligence Services 2011 7
    • INSIGHT, DECISIONS, ACTIONS © Sky IQ Customer Intelligence Services 2011 8
    • ALWAYS LOOKING TO KNOW MORESky+ Panel 29,100 HD 13,000 8,700 25,000 Viewing data 46,000 Purchasing dataSubscriber data Viewing behaviour & purchase behaviour through a single source Provides a robust Sky+ and HD viewing resource Interactive second-by-second data The panel broadly represents Sky’s current customer base Targeting opportunities provided by Skyview questionnaire and subscriber data © Sky IQ Customer Intelligence Services 2011 9
    • ALWAYS LOOKING TO INNOVATE
    • THANK YOU INFORMATION DOCUMENT David Lovie Principal Consultant Sky IQ© 2011 Sky IQThis document is unpublished and the foregoing notice is affixed to protect Sky IQ in the event of inadvertent publication. All rightsreserved. No part of this document may be reproduced in any form, including photocopying or electronic transmission, without priorwritten consent of Sky IQ. The information contained in this document is confidential and proprietary to Sky IQ and may not be usedor disclosed except as expressly authorised in writing by Sky IQ. Product names mentioned in this document may be trademarks or www.skyiq.comregistered trademarks of their respective companies and are hereby acknowledged. 11