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Behind Sky’s Innovative Targeting Strategy to Create Omnichannel Customer Journey

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Presented Sandy Ghuman, Digital Decisioning Controller, Sky.
Presented at Digiday Brand Summit Europe, November 2018

Publié dans : Marketing
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Behind Sky’s Innovative Targeting Strategy to Create Omnichannel Customer Journey

  1. 1. Logan
  2. 2. Sandy Ghuman Sky Digital Decisioning in/sandyghuman/ @SandyGhuman1 7
  3. 3. The customer is king The key to good sales and a great brand is to make the customer feel valued.
  4. 4. It used to be easy We were able to speak directly with customers & prospects — listening to their needs and advising accordingly.
  5. 5. But inefficient The costs of in-store and contact centres have left us looking for a more effective way of communicating.
  6. 6. Costing us money Contact centres are expensive, and declining retail footfall make store costs unsustainable.
  7. 7. Costing us information As soon as the phone hangs up, or a person leaves the shop – their data is lost.
  8. 8. Analogue methods, in a digital world
  9. 9. Audience planning • Customer vs. Prospects • Individual vs Household
  10. 10. 1st party data Forming the foundations, which we build upon with intelligence from all our products & services — making this our hidden treasure.
  11. 11. 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.
  12. 12. To target & personalise Presenting consumers with information they have expressed, or we predict they have an interest in.
  13. 13. That’s what a digital conversation looks like!
  14. 14. We care about the customer and our conversation with them
  15. 15. 1st party data A look into our treasure chest — and why it’s so valuable for us.
  16. 16. 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
  17. 17. 2nd party data Moving house? Offline data partnerships give us a 360° view of the customer —unlocking opportunity in digital.
  18. 18. Identifying people Connecting the dots… and devices — so we know exactly who we are talking to.
  19. 19. Audience design All done through our Data Management Platform (DMP) — Adobe Audience Manager.
  20. 20. 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
  21. 21. Tech to share Syncing our platforms & technologies — true omni channel orchestration.
  22. 22. Fuelling an entire business As the data is vital not just for sales & marketing, but for the entire customer service ecosystem.
  23. 23. Beyond paid media, becoming the customers trusted personal advisor
  24. 24. It’s a digital conversation As an entire business, continuously speaking with each individual customer.
  25. 25. Where we listen Learning about what our customer is interested and when they are interested in it.
  26. 26. Before we act Meaning each time we speak to a customer, we are relevant to them — and not wasting their time.
  27. 27. So every customer feels listened to — and valued
  28. 28. Sandy Ghuman Sky Digital Decisioning in/sandyghuman/ @SandyGhuman1 7

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