Nordics Digital Enterprise Festival Copenhagen 7th February 2019 Sky’s digital targeting strategy leverages both on- and offline user behaviours to customise the digital experience in inbound and outbound; this session will look at the integration and innovative use of their tech stack to make this approach possible, including how they are using 1st, 2nd and 3rd party data. Grab 241 tickets for our Stockholm event here www.digitalenterprisefest.com/nordics

1. Logan

2. Sandy Ghuman
Sky Digital Decisioning
in/sandyghuman/
@SandyGhuman17

3. The customer is king
The key to good sales and a great brand is to make the customer feel valued.

5. It used to be easy
We were able to speak directly with customers & prospects— listening to their needs and advising accordingly.

6. But inefficient
The costs of in-store and contact centres have left us looking for a more effective way of communicating.

7. Costing us money
Contact centres are expensive, and declining retail footfall make store costs unsustainable.

8. Costing us information
As soon as the phone hangs up, or a person leaves the shop – their data is lost.

9. Analogue methods, in a
digital world

11. Audience planning
• Customer vs. Prospects
• Individual vs Household

12. 1st party data
Forming the foundations, which we build upon with intelligence from all our products & services— making this our
hidden treasure.

13. Enriching our data
Using paid media to give us a clearer picture in our DMP — as we learn exactly what they want to see from us, if
anything.

14. To target & personalise
Presenting consumers with information they have expressed, or we predict they have an interest in.

15. That’s what a digital
conversation looks like!

17. We care about the customer
and our conversation with them

18. 1st party data
A look into our treasure chest — and why it’s so
valuable for us.

19. FreeWall®
Rezonence’s FreeWall gives us the unique opportunity,
online, to converse with users over a period of time.
• Ask questions
• Listen to the answers
• Learn more about your customers

20. 2nd party data
Moving house? Offline data partnerships give us a 360° view of the customer —unlocking opportunity
in digital.

21. Identifying people
Connecting the dots… and devices — so we know exactly who we are talking to.

22. Audience design
All done through our Data Management Platform (DMP) — Adobe Audience Manager.

23. Online Product Online Publisher DMP Segment DMP Segment ID Impressions Clicks
Sky Sports AppNexus Customer Abandon Basket - Sports 4275670 300,343 171
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM Cricket HIGH 9245027 6,831 5
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM F1 HIGH 9245545 30,130 18
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM Football HIGH 9244720 22,704 14
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM Golf HIGH 9245423 7,083 3
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM PL HIGH 9245540 7,621 5
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM RugbyL HIGH 9245446 6,581 5
Sky Sports AppNexus Matched - Shop Visitor Without Sports SPM RugbyU HIGH 9245452 10,718 7
Sky Sports AppNexus Matched - Without Sports 1849477 837,117 631
Sky Sports AppNexus Matched - Without Sports SPM Cricket HIGH 9214939 24,088 12
Sky Sports AppNexus Matched - Without Sports SPM F1 HIGH 9215066 213,368 93
Sky Sports AppNexus Matched - Without Sports SPM Football HIGH 9214910 271,741 161
Sky Sports AppNexus Matched - Without Sports SPM Golf HIGH 9214945 16,220 14
Sky Sports AppNexus Matched - Without Sports SPM PL HIGH 9215018 46,526 33
Sky Sports AppNexus Matched - Without Sports SPM RugbyL HIGH 9214967 24,876 17
Sky Sports AppNexus Matched - Without Sports SPM RugbyU HIGH 9214981 12,302 13
Sky Sports AppNexus Matched DTV LIMA - Basket = Sky Sports Cricket AND NOT purchase 9246104 169 0
Sky Sports AppNexus Matched DTV LIMA - Basket = Sky Sports F1 AND NOT purchase 9246110 472,909 291
Sky Sports AppNexus Matched DTV LIMA - Basket = Sky Sports Football AND NOT purchase 9246105 289 0
Sky Sports AppNexus Matched DTV LIMA - Basket = Sky Sports Golf AND NOT purchase 9246108 166 0
Sky Sports AppNexus Matched DTV LIMA - Basket = Sky Sports Premier League AND NOT purchase 9246094 381 0
Matched – Without Sports F1 High
Matched – Without Sports Football High (EPL)
Matched – Without Sports Football High (La Liga)
Giving everyone a personalised
experience

25. Enterprise Architecture
Syncing our platforms & technologies — omni channel orchestration.
Adobe
Experience
Cloud

26. Fuelling an entire business
As the data is vital not just for sales & marketing, but for the entire customer service ecosystem.

27. Beyond paid media,
becoming the customers
trusted personal advisor

29. It’s a digital conversation
As an entire business, continuously speaking with each individual customer.

30. Where we listen
Learning about what our customer is interested and when they are interested in it.

31. Before we act
Meaning each time we speak to a customer, we are relevant to them— and not wasting their time.

32. So every customer
feels listened to — and valued

34. Sandy Ghuman
Sky Digital Decisioning
in/sandyghuman/
@SandyGhuman17