BSkyB’s customer intelligence unit, Sky IQ, has launched a suite of new marketing services and signed a strategic partnership with ExactTarget to strengthen its digital campaigns.
The division, which recently saw a top-level shake-up following the departure of managing director Duncan Painter to Emap, is a wholly-owned subsidiary of Sky, having originally launched as a joint venture between Sky and the data services company Experian.
It provides data and information services to BSkyB as well as other companies such as Centrica and Zurich.
The new services are designed to deliver data-led and actionable insights for marketing campaigns and to optimise spend. They include:
• Identity IQ – A method of aggregating data provided by clients to provide a real-time single customer view
• Marketing IQ – Management of clients’ consumer data to maximise the effectiveness of multi-channel marketing campaigns
• Insight IQ – Profiling and modelling information to help organisations understand and engage more effectively with their customers.
Sky IQ has also entered into strategic partnership with leading email marketing company ExactTarget to strengthen its digital proposition, Digital IQ.
The move will see Sky IQ’s customer marketing solutions integrate with ExactTarget’s Interactive Marketing Hub. The partnership will allow Sky IQ clients to deliver communications across multiple digital channels powered by insight provided by Sky IQ. Offering the capability to run email, mobile, social media and web campaigns from one source will mean Sky IQ clients can plan, execute and measure all marketing activity in one place.
William Mellis, who succeeded Duncan Painter as managing director, said: “The fact that Sky now wholly owns Sky IQ illustrates the importance that Sky attaches to really understanding consumers and their interests and demands. At Sky IQ, we are focused on turning data into actionable insight, so that brands can invest in more effective and more efficient marketing.
“Digital in particular is a key area of development for us. Since we support some of the UK’s most sophisticated marketing programmes, the digital platform we chose had to be innovative and scalable. The partnership with ExactTarget will provide Sky IQ clients with the opportunity to better plan, execute and measure digital marketing campaigns from one place.”
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