This document discusses how data is driving marketing and business decisions at Sky. It summarizes that the customer journey has become complex, and data is causing confusion but also opportunities. Sky recognizes the opportunity to use data to improve subscriber value, content measurement, and advertising revenues. Sky has a large "data machine" collecting data from 10 million customer households across multiple channels. This data provides insights, allows for better decisions, and informs actions. Sky is always looking to innovate and know more by expanding its panel of customers providing viewing data and purchasing data.

1. GETTING CLEVER WITH
DATA
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2. WHY WE NEED DATA IN OUR LIVES
The customer journey has become complex
© Sky IQ Customer Intelligence Services 2011 2

3. DATA IS CAUSING CONFUSION
© Sky IQ Customer Intelligence Services 2011 3

4. DATA IS CAUSING CONFUSION
© Sky IQ Customer Intelligence Services 2011 4

5. DATA DRIVING MARKETING
© Sky IQ Customer Intelligence Services 2011 5

6. 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

7. 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

8. INSIGHT, DECISIONS, ACTIONS
© Sky IQ Customer Intelligence Services 2011 8

9. ALWAYS LOOKING TO KNOW MORE
Sky+ Panel
29,100
HD
13,000
8,700 25,000
Viewing data
46,000
Purchasing data
Subscriber 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

10. ALWAYS LOOKING TO INNOVATE

11. THANK YOU INFORMATION
DOCUMENT
David Lovie
Principal Consultant
Sky IQ
© 2011 Sky IQ
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registered trademarks of their respective companies and are hereby acknowledged. 11