Sky hands data task to Experian

BSkyB’s customer intelligence unit, SkyIQ, has gone back to Experian to help it refine its direct marketing prospect strategy and build the size and quality of its client base.
The move sees the two companies rekindle their relationship. SkyIQ was originally launched as a joint venture between Sky and Experian, with Duncan Painter at its helm; Sky eventually took full ownership.
Painter had joined Experian when it bought his company ClarityBlue in 2005, however, he left Sky IQ last year to join Emap as chief executive.
Sky’s optimised customer management strategy was launched last year. Now the company will be using a combination of demographic, lifestyle and attitudinal data from Experian, as well as additional third-party and internal information to identify and model prospective customers.
The data is used by Experian’s Marketswitch Optimisation software to maximise the effectiveness of Sky’s direct marketing activity and, in turn, assist in new customer acquisition. It underpins an optimised multi-channel communication programme to attract new customers to the Sky portfolio.
Sky revealed the line-up of its direct marketing agency roster in October, following a review. Its estimated £25m DM account is split between SapientNitro, Table 19, Elvis, Kitcatt Nohr Digitas and Inferno.
Sky IQ insight innovation director Daragh Kelly said: “Sky has continued to grow its subscriber base over the past few years, and as a business we recognise the value in reaching the best customers. Experian’s software and services help us gain insight into customers’ requirements and behaviour.”
Experian Decision Analytics UK & Ireland managing director Gary Wood said: “Finding and understanding the right customers is vital for driving sustainable growth. Sky’s commitment to developing these key insights through the innovative use of data and analytics means it will be in an even better position to create and develop rewarding, long-term relationships.”

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