Marketing Effectiveness in the Data Age

1. GETTING CLEVER WITH
DATA
1

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