Sky opts for Experian to optimise customer prospect marketing

Experian has unveiled a new contract with media giant Sky to help it refine its prospect marketing strategy and grow the size and quality of its client base.

The latest move builds on the success of Sky’s optimised customer management strategy launched last year.

Sky 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.
It underpins an optimised multi-channel communication programme to attract new customers to the Sky portfolio.

Daragh Kelly, Insight Innovation Director at Sky IQ, 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.”

Gary Wood, Managing Director of Experian Decision Analytics UK & Ireland, 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.  Experian is supporting Sky in generating more value from its client base by using advanced analytics to harness the power of a wide range of internal and external data assets.”



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