Loyalty is important
“5% increase in customer retention can
generate a 75% increase in profitability”
Anonymous users are shouting
Added to Basket
Recency / Frequency
What to do with that data?
Which model should we use?
SKY customer decision trees
“Premier league tv”
Sky HD Box
How do we get the data?
Customer centric metrics, think customer first
Break down data silos where possible
A user identification strategy is essential
Work towards a consolidated environment for your data
Personalise content on the data you have