The document summarizes how BSkyB analyzed big data from its affiliate program to better understand customer attribution and value. It found that affiliates were involved in 57% of sales, with 31% from affiliates only and 19% where affiliates assisted. Further analysis of top affiliates showed they attributed differently, with some driving more sales alone and others benefiting more from other channels. The data also revealed differences in customer lifetime value and churn rates between affiliates. BSkyB can now segment customers and target affiliates more effectively to optimize results.