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Marketing Effectiveness in the Data Age
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1
GETTING CLEVER WITH DATA
© Sky IQ Customer Intelligence Services 2011 2
WHY WE NEED DATA IN OUR LIVES The customer journey has become complex
© Sky IQ Customer Intelligence Services 2011
3
DATA IS CAUSING CONFUSION
© Sky IQ Customer Intelligence Services 2011
4
DATA IS CAUSING CONFUSION
© Sky IQ Customer Intelligence Services 2011
5
DATA DRIVING MARKETING
© Sky IQ Customer Intelligence Services 2011
6
RECOGNISING THE OPPORTUNITY
Drive
Understanding
and
Measurement
Create
Prediction
Culture
Implement
Strong Data
Governance
Behaviours
Decision making in-tune with our consumer knowledge
Maximising
Advertising revenues
Step-change
Customer Insight
Step change
Decisioning
Capability
Subscriber value and
volume growth
Content value
measurement
Step change
Customer Data
Management
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
7 © Sky IQ Customer Intelligence Services 2011
INSIGHT, DECISIONS, ACTIONS
8 © Sky IQ Customer Intelligence Services 2011
ALWAYS LOOKING TO KNOW MORE
9
46,000 Viewing data
Subscriber data
Purchasing data
29,100
Sky+ Panel
13,000
HD
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
8,700 25,000
© Sky IQ Customer Intelligence Services 2011
ALWAYS LOOKING TO INNOVATE
DOCUMENT INFORMATION
© 2011 Sky IQ
This document is unpublished and the foregoing notice is affixed to protect Sky IQ in the event of inadvertent publication. All rights
reserved. No part of this document may be reproduced in any form, including photocopying or electronic transmission, without prior
written consent of Sky IQ. The information contained in this document is confidential and proprietary to Sky IQ and may not be used
or disclosed except as expressly authorised in writing by Sky IQ. Product names mentioned in this document may be trademarks or
registered trademarks of their respective companies and are hereby acknowledged.
www.skyiq.com
David Lovie
Principal Consultant
Sky IQ
11
THANK YOU