Sky UK Gives Millions of Customers a Personal Touch

by Maria Mihajlovic

Posted on 10-17-2017

From mes­sag­ing friends on their mobiles to watch­ing their favorite tele­vi­sion dra­mas, mil­lions of cus­tomers across the Unit­ed King­dom, Aus­tria, and Italy turn to Sky UK for enter­tain­ment and telecom­mu­ni­ca­tions. In a com­pet­i­tive mar­ket, the com­pa­ny aims to increase mar­ket share by pro­vid­ing the best con­tent, mes­sag­ing, and expe­ri­ences pos­si­ble to both exist­ing and prospec­tive customers.

For Sky UK, this meant gain­ing a greater under­stand­ing of cus­tomers and using that knowl­edge to deliv­er more attrac­tive, per­son­al mes­sag­ing. The com­pa­ny turned to the inte­grat­ed ana­lyt­ics and mar­ket­ing solu­tions in Adobe Expe­ri­ence Cloud for action­able cus­tomer data.

The Adobe Audi­ence Man­ag­er and Adobe Ana­lyt­ics solu­tions with­in Adobe Ana­lyt­ics Cloud pro­vide Sky UK with a sol­id base for its dig­i­tal mar­ket­ing ini­tia­tives with insight­ful cus­tomer data. Using Ana­lyt­ics Work­space, thou­sands of users across Sky UK can eas­i­ly cre­ate their own queries and expand their under­stand­ing of customers.

Audi­ence data is then pushed into the Adobe Cam­paign and Adobe Tar­get solu­tions in Adobe Mar­ket­ing Cloud to opti­mize and per­son­al­ize con­tent, cam­paigns, and oth­er cus­tomer interactions.

Before Adobe Expe­ri­ence Cloud, Sky UK was lim­it­ed to ana­lyz­ing cus­tomers at a house­hold lev­el. Now Sky UK gains action­able infor­ma­tion on an indi­vid­ual lev­el and can tar­get adver­tis­ing and email mes­sages to indi­vid­ual house­hold mem­bers based on their interests.

“We believe that rel­e­vant expe­ri­ences deliv­ered through the right chan­nel are essen­tial to build­ing cus­tomer loy­al­ty,” says Robert McLaugh­lin, Head of Dig­i­tal Ana­lyt­ics at Sky UK. “Adobe Expe­ri­ence Cloud enables us to offer indi­vid­u­als per­son­al­ized inter­ac­tions that increase our reach and returns.”

Topics: Digital Transformation, entertainment, Media, UK, UK Exclusive, Digital EMEA